Effective Pay-Per-Click Strategies and Ad Techniques

Online Advertising Techniques and Tools

This section covers various online advertising and marketing techniques and tools, including:

• Pay-Per-Click (PPC) tools
• Banners
• Email marketing
• Blog marketing
• Landing pages
• Content syndication
• Advergaming
• Influencers

Pay-Per-Click (PPC) Tools Defined

PPC tools are a set of tools for digital marketing whose business model is based on paying a platform for a specific number of clicks that users make on a brand's online ad.

Search Engine Marketing (SEM): Pros and Cons

Advantages of SEM

• It allows you to quickly make a product known on a large scale.
• It allows you to compete directly with large competitors.
• The return on investment is high if campaigns are optimized.
• It allows you to drive highly segmented traffic to your page.

Disadvantages of SEM

• For the vast majority of sectors, keyword bidding is expensive.
• It is a type of interruptive action, as the user has not previously requested the information.

Understanding Banner Ads in Digital Marketing

A banner is an advertising format on the internet consisting of including an advertising piece within a web page. The primary goal is to drive traffic to the advertiser's website.

Key Characteristics of Banner Ads

• Banner formats change at high speed.
• Today, "banner" is a generic name used to designate advertisements on web pages in various formats.
• They use different types of technology to improve their efficiency.
• Banner visibility is a combination of its format, size, and location.
• Formats can be broadly categorized as integrated or floating.

Top 5 Performing Ad Sizes

• Medium Rectangle: Performs well when embedded within text content or at the end of articles.
• Large Rectangle: Performs well when embedded within text content or at the end of articles.
• Leaderboard: Performs well if placed above the main content and on forum sites.
• Half Page: This format provides a larger space for advertisers to get their message across and can offer users rich engagement. It is one of the fastest-growing sizes by impressions and is indicative of a trend where publishers are offering more visually impactful sizes that are preferred by brand advertisers.
• Large Mobile Banner: Performs well when placed at the top or bottom of the screen in mobile environments.

Floating Banners: High Impact, High Intrusion

These are advertising structures implemented on a website that appear over the site's content, often as independent windows.

Interstitial Ads

An interstitial (or "cortinilla") is a floating ad structure deployed in an independent window that covers the content of the web page itself, generally occupying the entire screen.

Layer Ads

A layer is a floating structure that is located and shown above the contents of the web page. It unfolds and moves across the screen, superimposed on the page's content. They have been traditionally used for their high impact on online content consumers. However, due to excessive use, both in number and duration, they are known for having a high degree of intrusion.