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  1. #1
    Newbie
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    April 26th, 2007
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    Comparing different online advertising methods
    Hi all,

    im writing a paper about online advertising, and looking for stats that would compare different internet advertising methods, fe. affiliate marketing vs SEM vs traditional usage of banners vs PPC vs ...

    is there any way to compare these anyway? over ROI? over some psychological measurment?

    or to put it other way around, if a offline company, who just put up their new shiny web, is looking for the best method to advertise their site, on what should they make the decision? on limited budget, should they go all in for SEM, or maybe pay-per-click to search engine X , or maybe invest in viral networking? any experiences, success stories, stats, that would tilt this decision one way or another?

    thank you for any info. if this is not the right place to post this question, then any directions to the right place would be welcome.

    best,
    Ardi

  2. #2
    Outsourced Program Manager paladin's Avatar
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    January 29th, 2007
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    USA
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    84
    Hi Ardi,
    There is no easy answer as to which is best. The ROI varies not only by vertical/product but also by company. For example - Levis might do great in PPC while Guess does not.

    It also depends on the person/company implementing the campaign/s and the budgets.

  3. #3
    Member Welshie's Avatar
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    July 28th, 2006
    Location
    Guelph, ON, Canada
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    64
    Best advice is to build a good site, with good navigation and sticky features to get people coming back to your site. Word of mouth is the best advertisement.

    That said, this business is not about the, "If you build it they will come" - and if you've taken Economics throw some of those ideas out of the proverbial window.

    Testing is the answer to all of your questions. All sites and demographics are different and there is not one formula to get traffic and retention - it's all case-by-case. Start out slowly and see what makes the most sense and test, test, test.

    Always SEO your site as organic traffic is free'ish' traffic and while conversion rates on organic is generally less from an eComm perspective it will bring in more traffic and the more traffic you get the more you will convert.

    Best advice...take a look at what your competitors are doing then check Alexa to see what the estimated traffic is for their site.

    A good measurement is looking at your impressions to conversions.

    All the Best,
    Ceri

  4. #4
    Affiliate Manager MINDsprinter's Avatar
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    August 18th, 2006
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    Washington, DC
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    1,436
    Testing is the answer! Especially for all forms of advertising outside of affiliate marketing the cost of entry is very low. You can easily test display advertising or banner campaigns for little money and quick setup. If it doesn't work for you, try something else!

    As for affiliate marketing, affiliates here will tell you with the right affiliate manager running things they can sell anything!
    Jason Rosenbaum
    Affiliate Manager
    MINDsprinting

  5. #5
    Affiliate Manager
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    April 12th, 2007
    Location
    DC Metro
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    76
    Obviously there's not a one size fits all answer to this question. The first priority should be the site and making sure that it will convert the traffic you send to it. You can't do any real testing without traffic but you should do your best to follow best practices. Assuming the site is good there are a couple ways to go.

    Affiliate marketing would be a good first option for the company who doesn't have any internal internet marketing expertise. It is very low risk and you open up the company to people who are internet marketing experts.

    If the team goes have IM experience then I'd say to cast a the widest net that your budget will allow. Do small tests in a variety of different media and see what works. Tweak the site to improve conversions; rinse and repeat. If you're dealing with a small budget I'd make sure the site is search friendly and focus on building a profitable paid search campaign.

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