Wright to Holics

According to recent studies conducted by companies such as Google and Deloitte, print advertising is the safest, surest and the most effective way of driving traffic to websites. Companies such as Webwindows, a leading media agency in the UK, had realized the power of print media in increasing web traffic more than ten years ago. The Webwindows page, which is completely dedicated to small and medium sized online companies to advertise their offerings, appears in seven leading newspapers in the UK. The Webwindows page is read by a dedicated group of consumers who browse through the classified advertisements to search for the best bargains to shop for from the comforts of their homes without having to spend time and gas visiting retail stores.

Webwindows suggests that online companies should draft a well written classified advertisement to target their consumer group. This means that the advertisement that appears on the Webwindows page should have an attractive tagline that captures the essence of the product and service. This should be followed by the listing of the USP of the products and services; Webwindows suggests that for best results, these should be in the form of bullets rather than in a paragraph form. Finally the contact details and the URL of the company website should be clearly mentioned so that a consumer, after reading the advertisement on the Webwindows page, simply logs on to the net and goes to the site to search for more information or to make a purchase.

For many people advertising on the Internet seems to be a more viable option because it seems to be cheaper. Webwindows disagrees to this notion. To support its case, Webwindows suggests that companies should do a cost and sales analysis of their advertising spend. For example, online companies may have invested in PPC campaigns where they have to spend money on purchasing keywords so that their advertisements appear on relevant search result pages. Yet all clicks on the advertisements may not convert into sales and so online companies would have to pay for these clicks also. Therefore, Webwindows suggests that instead of focusing on online advertising, online companies can spend more or less the same amount in advertising in the print media and get better results. Advertising in the Webwindows page can prove to be an effective way of flooding your website with traffic and also ensuring better sales results.

Advertising in the print media and especially on pages such as the Webwindows page, can help online companies reach the right audience. The Webwindows representatives will help you to select the right newspaper based on demographics, publication type and location so that you reach the right audience. Feedback and repeat advertisement by online companies, who have advertised in the Webwindows page, stands testimony to the role of the print media in improving web traffic leading to better sales.

One of the many great things about the Internet is that every publisher, and in this case size indeed doesn’t matter, can generate revenues from his web site or blog. You don’t need years of experience or academic degrees; you don’t have to be a marketing expert, a savvy webmaster or an advertising wiz; the only thing you are required to do, is to explore the various PPC Advertising methods out there, and sign with the ones that are best suited for your website’s content, look and feel.

As Internet users, we have grown accustomed to the idea that the web’s development, and the sustainability of free content, requires that page real-estate be divided between content and advertising. We have also discovered that advertising could complement content, by providing additional information, tailored to fit whatever it was that we were looking for. As part of our everyday online experience, we have all clicked on an eye catching banner, a widespread example of display advertising, or on one of the text ads appearing alongside the results of a search query, the best known form of contextual advertising. The newest kid in the PPC advertising block is In-Text Advertising. In-Text is a platform that while preserving the advantages of other forms of advertising, also introduces innovative benefits to publishers, advertisers and users.

So how does this work? A good In-Text Advertising network would first analyze the content of a webpage to determine its topic and discover relevant keywords. Following this analysis, certain keywords within the text, identified as matching an advertiser’s product or brand, will be linked to a contextually relevant advertisement. When users mouse-over the linked keywords, marked by an easily recognizable double-underline, the ad unit will be launched. The ad will disappear as soon as the mouse is moved away, unless the user clicks on it.

In-Text Advertising changes the rules. In the past if a publisher was interested in increasing his advertising revenues, he was required to allocate additional “real estate” for ad placement, an action that could potentially impair his content and deter users. With In-Text a publisher’s ad-inventory is as vast as his content, since every word in his content could serve as an opportunity for advertisers to communicate with their audience.

Publishers are granted complete control over the placement and number of In-Text ads inserted in their content. Publishers are also able to customize the color of the double-underlined Keywords, in order to differentiate them from regular links and assure that they match the website’s design. These characteristics of In-Text Advertising guarantee that the publisher remains the sole decision maker regarding his site’s attributes.

The idea and implementation of In-Text Advertising is similar to product placement in movies. Take a 007 movie as an example, the car James Bond drives, and the watch he wears, are products being advertised by placement. The advantages for the advertisers are self explanatory, but product placement can also support certain aspects of the movie’s storyline. The luxurious products featured In the 007 movies help position Her Majesty’s spy as someone who appreciates the finer things in life, a trait that is well in character.

Similarly, the ads inserted by an In-Text Advertising program, into a website’s existing content, fit it harmoniously and complement the information it already provides. To sum it up, try to hitch an In-Text Advertising program, run it alongside your existing ad units, and you will enjoy a new revenue stream.