Website advertising is a big deal today. It’s probably the one area of the Advertising industry that still has a huge amount of growth potential. Advertisers and Agencies are finding all kinds of new ways to get the stuff you are already interested into your field of vision: whether it be on the web, on your mobile device, in a video game… and countless new avenues and vehicles yet to be discovered.
If you are a small business, there are a lot of options for web advertising starting with Google Adwords. AdWords allows you to create simple text ads and tie them to keywords and phrases so they know where to show your ad in the SERPS (Search Engine Results Pages). But if you really want your Ad campaign to get the most exposure, you need to create graphic ads for the Google Ad Network (also known as Google AdSense).
Website owners (like my clients Florida News Flash and The Life Center of Hernando) can create ad space on their site and either sell that ad space directly or create placements for Google Ad Network (AdSense) ads. AdSense offers placements for a variety of different ad sizes: 250×250, 200×200, 468×60, 728×90, 300×250, etc. depending on where they want to display the ads (in the sidebar, at the top or bottom of the page, in the middle of the page, etc.). At the time of this writing, there were TEN different image sizes accepted for desktop ads and FIVE different image sizes accepted for mobile. To hit the largest audience, you’d need 15 different graphics.
For small businesses, if you can afford it you should hire a professional graphic designer like my friends over at CTS Graphic Design because they do extremely high impact, high quality graphic design work and they would create website advertising graphics for you that you could never dream up yourself. But if you are on a very tight budget, are just starting out, have no budget at all except for the cost of ad placements, it might be way too expensive to hire a professional to create 15 different size graphics for each ad campaign. Fortunately, Google AdWords has tools to help auto-generate image ads. It uses your website and the type of campaign you are creating. In many cases this will work just fine, but not always. You may have a specific message or “lure” you want included in the text, your site address, email, phone number, etc. For this you’ll need your own graphics.
But if you want to do website advertising on local websites to attract local customers, you have no choice but to create your own graphics, either by yourself or hire a pro like CTS.
What about Direct Website Advertising?
If you are a local business that relies on local foot traffic then you may want to consider putting some of your advertising budget into advertising on a locally focused news website like Florida News Flash whose target audience is Pasco, Citrus, and Hernando Counties in West Central Florida. They have a readership of several thousand per day on average so this is a good place to advertise if you are in that geographic area. The thing about local advertising that’s different from AdWords is that with AdWords you generally pay per click, and once your daily budget is exhausted your ads won’t display anymore. Supposing you have a $10.00 per day budget ($300 per month) and your CPC (Cost-per-click) is $5.00. Even though your ad can potentially be shown on thousands of websites, after two clicks it won’t display anymore.
With Direct Website Advertising this is not usually the case. Of course some sites also have a pay-per-click scheme but most will just put your ad in rotation with other ads in different locations on the site. Everybody generally gets equal impressions (how many times your ad is displayed) and you don’t pay for clicks. So your 75% off ALL SHOES ad might get a lot of clicks on a site like that, and they would all be clicks from people locally.
Every website has different ad sizes that they offer and if you want to be able to maximize your website advertising potential, you’ll need lots of graphic ads. Creating simple ads yourself is the way to go, and once you know how easy it is, you won’t be able to use cost as an excuse for not doing any website advertising.
The video in this article shows you how to use a free image editor – I used Paint.net in the video but you can use any graphic program, although I recommend using a program that supports layers – to create a simple 728×90 graphic for Website Advertising. You can use the principles in this video to create any of the 15 different AdWords graphic sizes.
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