Ecommerce Advertising
As well as PCC campaigns, there are some other ecommerce advertising techniques to consider. Print advertising can be a great source of traffic. Advertising rates in local newspapers can be very cheap, but may not reach a very large audience. It is possible to get the circulation figures from publications. By comparing these figures to the cost of the adverts, the best value for money can be determined.
National newspapers often have weekend supplements which will reach a much larger audience, but obviously cost more. Often advertising prices can be found in the papers themselves, or by contacting their advertising department.
The mainstream media reaches a large audience, but if your products are very specialised, they may not appeal to much of the readership. There may be specialist magazines or printed directories which are most suited to your target market.
Even if the cost of advertising in a specialist magazine is higher than a local newspaper, and has a lower circulation, it may bring in more traffic.
If your graphic design skills are limited, or non-existent it may be worth hiring a graphic designer to produce some adverts for you. This will ensure the best opinion of the company by readers, the designer should also be aware of any technical issues such as color palettes for print media. Make sure you get high quality versions of the adverts from the designer for future campaigns. The designs could be used in other places apart from print, maybe on the website itself, or on any links from other places.
Another example of ecommerce advertising is to approach other webmasters about featuring adverts on their pages for a set monthly fee. This was common in the early days of the internet but has become less common due to the expansion of PPC schemes. The number of unique visitors the site receives should be taken into consideration, as well as the placement of adverts. The amount of clicks you receive can be monitored through tracking software.
Posted by Tom on Sat 24th Jan 2009
