18 Buckets of Money: Word Links
For many people, once they launch a website, they do so thinking that “Ok, now the money will just come rolling in.” Depending upon the business, they may just do very well. But, having spent the best part of the last 20 years working with websites, I can tell you that more often than not, it takes a bit of time. Unfortunately, for many businesses (web or otherwise) the number one reason for failure is under-capitalization. Thus, making money right off the bat serves the long term vision of the business best of all. Because I wanted my customers to do well (and therefore be able to pay their bill), I looked for ways to create alternative revenue streams, while the core business would grow in the time they needed. Over a period of time, I was able to discover eighteen of what became known as the “Buckets of Money”. This is column seven in an eighteen column series… so with that said, on with the show.
In the very first column, we discussed Banner Ads. While we were discussing them on the home page, they are, of course, available on any page of the website. Today, we will visit additional types of advertising. These can be used in addition to the banner ad. I like to think of Banner advertising as a graphically dominant domain, these are primarily non-graphical. Also at the end we will visit about the two major ways that people buy their advertising.
- Let’s begin with Text Link advertising. These appear as words in your website, usually underlined and linked to the buyers choice of destination. The advantage these offer is that the audience seems to accept them as content more freely rather than they do a banner, which is generally recognized as advertising.
- Interstitial ads, are those ads you sometimes see on national sites where you get “side-tracked” to another page before you see the content you expected. This sometimes also happens after you see the content you came for, was given to you. The idea is that if the content is significantly desired, the audience will put up with the detour. It must be used very carefully. You have an opportunity to ruin your relationship with the audience.
- Another form that is can be seen, and similar in nature is what are called “Ambush” ads. In some ways these are very much like interstitials. The difference is that these most often happen with the viewer unaware of some of what is happening. Examples include “pop-ups” and “pop-unders”, “autorun video windows”, and “floating ads”. If you want to know what any of these are ask your web developer or do an internet search. In any event, you should avoid these!
Before we leave, let’s make sure we also take a moment to discuss methods in play for how your potential advertisers will pay:
- CPM – CPM stands for “Cost Per Thousand”. While I know there may be some confusion about that letting, but it refers back to Latin. Think Super Bowl XXVII! CPM is an industry standard program, where the client pays the website owner a fee based upon how many sets of eyes see your advert, sold in blocks of one thousand. In the early days of internet advertising, this was the only way you bought advertising. Also known as “Impression based advertising”.
- PPC – PPC stands for “Pay Per Click”. This is significantly more straightforward. In this environment, your ad is placed on a website. It is shown to the visitors, and for every party that “clicks” though to your website, you owe a fee. The cost is higher than the CPM, but you are only paying for the opportunities that actually express an interest in what you have to offer! Google is who we all have to thank for this methodology. This is how they took over the world!
Stay tuned, the next time we are together, we will get to a look into Sponsorships!