Home > Features > Ad Management • Bookmark   • Newsletters   • Register Search Options

FEATURE

Ad Management

Ad Management

August 25, 2004
Text size: 
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
  39.66%
Yes, but in a few years
  36.87%
No
  23.46%
Out of 179 votes. Results based on votes submitted by members of XBIZ.net social network.

" A visitor is more likely to click on a banner if he comes in looking for it, rather than stumbling on to the banner in the middle of something else which he came in to see. "

You can have a great site, you can be listed on all the search engines, and you still may not be realizing the full potential of your web site. Identifying the needs of your visitors and directing them to the proper place to fulfill those needs is a cornerstone of a successful ad campaign.

Why is proper ad management so important? The reality of today's online market is that people buy brands, they don't buy products. Hence the increased importance of strategic placing of advertisements on your web site becomes very important. The very definition of a brand means that every web site or company cannot expect to be a brand. If you are not a brand, your best chance of making money lies in directing your visitors to a brand. Follow the guidelines outlines below and make the most of your visitors.

Listed below are setup and operational guidelines for three solutions for ad optimization: Keyword based ads, click through statistics analysis and banner optimization for search engines.

Keyword Based Advertising
This is the best way to offer targeted advertising, but is also more difficult to setup, depending on your site's content and your technical skills. The easy way out is to use Google's Adsense. However, this means another link in the chain leading to a sale. Also, you have no control over the ads being displayed, and if they are not producing results, there is little you can do to change things.

Let's take a look at how you set your own keyword based advertising solution. First, you'll need a Banner Management Script. About.com's JavaScript guide offers a good one here.

A more versatile solution, phpAdsNew's opensource product can handle regular banners and buttons, pop-ups, text ads, DHTML and Flash banners. phpAdsNew can deliver different banners based on many different parameters, such as keyword, IP address, domain, weekday, hour of the day, language, browser or operating system. It is even possible to combine these parameters and use logical operators to create very specific situations in which banners are delivered. In addition to this it is also possible to limit the delivery of banners based on how often a banner is already shown to a specific visitor and how long since the visitor last saw the banner. You can download phpAdsNew Opensource Adserver here.

Click Through Statistics Analysis
Once you have the whole system setup, take the time and effort to develop your advertisement base, and try out different ads to compare the results and find the best ads. phpAdsNew has a built in user interface to view statistics about how the banners are performing. Apart from a simple overview, you can view monthly, weekly, daily and hourly statistics.

Banner Optimization for Search Engines
Ok, so you are all done setting up the ads and the management system. How can you target the ads directly to the customers and the surfers on the search engines? I'm assuming here that the basic intent is to make the visitor click on an ad. Under this assumption, you can do two things. One, you can make the search engines pick up the banner directly and two, you can write related text below the banner which will attract the surfer in.

A visitor is more likely to click on a banner if he comes in looking for it, rather than stumbling on to the banner in the middle of something else which he came in to see. So, the visitor comes in looking for the banner, and in the process, your site also gets a once over rather than the other way around. Place the banner at the top of your page, write a good description in the alt text (this alt description will serve as a heading for your listing in the search engines) and do a good write up about your sponsor and his product just below the banner.

The result: A link in the search engines to your sponsor with your affiliate code attached, with a good heading and description. And the best part is that the surfer came in looking for exactly what he saw on the search engine, which he wants to click, and which you want him to click!

While this article assumes a degree of technical skill and search optimization techniques on your part, it provides an accessible way for you to increase the revenue from your site. Enjoy!


PROFILES & BIOS

Cam World: Q&A With Studio 20’s Andra Chirnogeanu

One of the blue-ribbon studios in the cam biz is Studio 20, which is now a global brand, with locations on both sides of the Atlantic — from Romania to Hollywood, Calif. Of course, with every strong... More »

Cam World: Model of Month Jenny Blighe Is Red-Hot

Have you found out about MyFreeCams sensation Jenny Blighe, the fiery Arkansas redhead? For the past four years, Blighe’s been camming on an almost-daily basis on MyFreeCams, building a loyal fan... More »

Justin Sayne Leather Expands Team, Gears Up for Eventful 2017

When Justin Sayne looks back on 2016, he will likely remember it as a year in which his Arizona-based company, Justin Sayne Leather, grew by leaps and bounds. Important new hires joined the company, Sayne... More »
XBIZ NEWSLETTERS
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.






POPULAR PRODUCTS & SERVICES
Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Access the latest issues of the industry's leading trade publications in digital form. View online or download for offline viewing.

UPCOMING EVENTS

The European Summit

Mar 04 - Mar 07
Barcelona-Sitges, Spain

The TEA Show

Mar 05 - Mar 06
Hollywood, CA

Phoenix Forum 2017

Mar 23 - Mar 26
Tempe, Arizona

EXXXOTICA Denver

Mar 31 - Apr 02
Denver, CO.
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!