Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. ~ Wikipedia
There are multiple forms of Online Advertising – banner ads, contextual ads on search engine results pages, online classified ads, floating ads, online directories, email marketing, social network advertising etc. You can enhance your online conversion rates using any of the above-mentioned advertising methods. Here are brief outlines on few online advertising methods and their benefits:
Banner Ads are a cost effective direct marketing tool that can increase site traffic if they are creative and include a strong call-to-action message. The aim of a Banner Ad is to hook the visitor’s attention. Clicking on the banner will lead interested visitors to your website or your website where they can find out purchase and pay for your products and services. For example, you can implement a Pay Per Click Banner Campaign so you pay only when visitors click on the banner.
Floating Ads are steadily replacing Pop-Up Ads because of freely available pop-up blockers. A Floating Ad appears ‘floats’ for 5 to 30 seconds when you open up a webpage. They grab the visitor’s attention as they obscure the view of the page and often block mouse input as well. They also have a high click through rate. However, the factors that make it a popular advertising medium are also the cause of alienation of many other visitors.
In Contextual Advertising, targeted ads appear based on the page's actual content. When the user enters keywords in the search engine, the contextual advertising system scans the text of a webpage for those keyword phrases. Then, the system returns specific, targeted ads based on the content people are viewing. This form of advertising is gaining popularity as the ads can be targeted based on the users' interests. The benefit of using this type of online advertising is that you only attract audiences that are interested in purchasing the products you sell on your website.
Online Directories are the online version of Yellow Pages. There are two types of listing - basic or enhanced. If you opt for a basic listing, when a visitor searches for businesses that match your industry, location or company name, your details are displayed. If you opt for an ‘Enhanced listing’, in addition to your details being listed, the visitor will also be able to visit your website directly by clicking on the link provided.
To summarize, by using one or more of these online advertising options you can build awareness and increase traffic to your website. Moreover, you can track the number of visitors to your website, the number of clicks to your ad and find out from where majority of your interested audience originates. This information will help you adjust your campaign to increase your conversion rate.