Advertising Purchasing Options
Most online advertising is sold in two forms: cost per thousand
impressions (CPM) and cost per click (CPC). A CPM is based on
the number of times that the advertisement is shown online, while
a CPC is based on the number of clicks produced by the adver-
tisement. The CPC might seem like the obvious first choice, but be
careful; unless it’s placed on a well-trafficked Web site, it may not
be a better option.
Don’t forget to negotiate and ask for discounts when starting
out. Many ezines offer new-campaign specials. This allows you to
test certain markets before you make a large financial investment.
Advertising reps should be willing to work with you, especially if
you pledge your commitment to them, if the advertising campaign
is successful.
When purchasing ad space, don’t forget to ask these important
questions, provided by Web Ad.vantage:
■What is the site’s per month traffic? If the advertising rep
does not answer this question or does not provide you sta-
tistics, be wary. You may be buying space on a weak site or
paying too much for that space.
■What kind of ad click-through tracking statistics does the site
provide?
■What is the monthly minimum?
Remember to learn from experience. Permit yourself to make
some mistakes. Advertising purchasing is not an exact science. Do
the best you can and keep trying.
SEARCH ENGINES
One of the most important ways to generate traffic to your event
Web site is to get listed on all the popular search engines and di-
rectories. To understand the importance of this, review the results
of a study completed by RealNames (http://www.realnames.com):
■Over 85 percent of Web users use search engines.
■50 percent of Web users spend 70 percent or more of their
time searching online.
■70 percent of those surveyed know specifically what they are
looking for when they use a search engine.
■44 percent of Web users say they are frustrated with Web
navigation and search engine use.Marketing Your Event on the Internet 67