PPC vs. Banner Advertising

28 10 2009

Google has expanded their pay-per-click advertising services to include ad placements on “partner” sites.  While this may be old news to some, a few wrinkles make the opportunity particularly appealing.  Whereas in the past, you had no choice where the ads would appear, you may now choose from thousands of websites, or you can enter demographic criteria and then select from a list of sites that match your criteria.

Perhaps even more significant is the fact that Google will also deliver static and animated image ads including FLASH ads to those same partner websites in your choice of up to six different sizes.

Previously, the performance reports for the “Content Delivery Network” were grossly inadequate.  Now, you can measure the performance of each website and each ad.

Let’s put a dollar value on these enhancements.  Using a hypothetical example unrelated to any existing or previous campaign, in a recent 4 week period, Google delivered 240,000+ text and image ads on one partner website at a cost of $509.  Had banner ads been placed directly on that same website at a CPM of $14.95 to $29.95, based upon ad size, the cost would have been somewhere between $3,600 and $7,200.  By using a Google PPC ad campaign to deliver the image ads, a $3,000+ savings was obtained.

Maintaining a Google PPC campaign is no small task.  It requires vigilance, attention to detail, experience, and patience.  Costly mistakes can easily be made, but it can be a powerful, cost-effective tool in the hands of an expert.  An industry report of one PPC campaign revealed a 220% increase in average daily traffic and a 228% increase in average daily conversions.

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2 responses

28 10 2009
Banner Design

A PPC campaign lets you determine exactly who comes to your website. Banner Design

29 10 2009
mostcasualobserver

That is an interesting thought which deserves further consideration. Let us (speaking hypothetically) say we want to draw traffic to a website offering perfume at $2,000 per ounce (Clive Christian’s No. 1, for example), but we do not want gawkers, people who want to see the product but have no intention of buying. If people cannot afford the product, then their clicks would be money wasted. How would you structure a PPC campaign that would only reach affluent people?

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