Internet Advertising: A Community Based Approach

To find out what makes advertising on the Internet far more “interesting” than any other type of advertising, let’s take a look at some of the underlying assumptions that go into traditional advertising, in order to see how our current mindset affects the way we communicate with our potential customers. Let begin by imagining how a conventional advertising transaction works:

1) A business will initially decide to disseminate some sort of promotional material to the public

2) They will either go directly to an advertiser (TV or Radio Station, Magazine, Newspaper etc) in order to place their ad, or

3) They will hire a firm to perform a market analysis, draw up a campaign and execute and run this campaign on their behalf

4) Finally, the advertisement is exposed to the market
This all makes a lot of sense and is exactly how businesses have reached their customers for hundreds of years now. The problem is it’s based on the assumption that the client is simply the recipient of the advert and can not participate or interact with said material. You know what’s coming next…

The Internet, of course, has changed everything and turned conventional marketing conventions on their heads! Or, has it? Actually, so inured in the standard way of doing things are we that we have simply transferred the advertising convention from traditional media to the Internet, without any regard for how we can utilize the unique opportunities that the World-wide Web provides.

The “unique” opportunities I am referring to in this instance arise from the fact that unlike television, for example, the Internet is fully inter-active. In other words, if I see an advert on TV, I can either buy the product or not, the advertiser has no way of telling whether I was sleeping through the ad, listening intently, or doing something else entirely. With the Internet, however, I can respond to the ad, endorse the product, sell it onwards, or affiliate with the company, buy the product, critique it, ignore it… whatever!

What’s more, using the Internet as a medium for advertising gives us the ability to accurately measure the impact and visibility of the advert. So how precisely are we using the Internet at present? The following list discusses the “slight” improvements in the way we do things:

1) Increased ability to isolate target audience that is predisposed to buying certain products (i.e. Google Ads)
2) Enhanced ability to track advert coverage and exposure
3) Ability to engage customers interactively through forms and links

Advertising on the Internet obviously has some advantages that make it worthwhile for companies to divert marketing dollars online. It’s easy to say this because everyone knows that the Internet advertising industry is growing rapidly and already represents billions of dollars each year. But why does this method still fall short of the actual “potential” of the Internet as a medium for advertising?

The answer lies in the unique way the Internet has developed. People find the information they need, by and large, through search engines such as Yahoo and Google. As a result of this it has become important to feature highly on these search engines in order to maintain a certain level of visibility on the Internet. But, no one really knows exactly what makes a site rank number one because no one is privy to the exact algorithms that Yahoo and Google use to rank pages.

What we do know is that there are a variety of factors which are “important” if you wish to compete in the rankings stakes. One of the most important factors is linking – the more links you have coming into your site, the higher your perceived popularity. To stop everyone cheating, the search engines analyze the relation the linking sites have to each other and the perceived quality of all the sites involved. What this means is in order to fare well in the search engine rankings you need a plethora of high quality links coming into your Website.

Now, as many of you will appreciate, this is not an easy thing to accomplish. For many small businesses, just one link from a well know, popular site could make all the difference between success and failure. A site which has millions of visitors a month that links to small business could ostensibly send thousands of potential customers over to their linking partners – and thousands of customers visiting anyone’s site is a licence to print money (provided they pick up what you put down).

But, the catch is that big businesses are not inclined to just link to any old site – especially when they are charging thousands of dollars for people to place ads on their WebPages that link to their Websites. So how in the world does one go about obtaining high quality links from big Websites? The answer is:

You have to make your own big Website and have it link to you!

At this point, you may be growling something to the effect of “If I could build my own big Website, I wouldn’t be reading this article”. Well, I’ll admit that it probably isn’t too easy to build one by yourself, but you and five thousand other people in the same position could. All you would need is a central meeting point that you could all link to – this central meeting point would then have tens of thousands of incoming links from businesses all over the show. Ask anyone how highly ranked a site with say 5000 incoming links would be and I’m sure they would jump at the chance to link to it.

But where is there such a site? Well, to my knowledge there is only one – [] (along with its sister sites). lists adverts from customers who have to submit to a certain code of standards and encourages its advertisers to link back to them. In this way, as the number of customers grows, so the number of incoming links grow, and in turn the popularity of the site blooms.

As the popularity of the site increases, so does the visibility of the adverts because starts showing up in more and more searches. With the increased popularity in search ranking comes the inevitable increase in traffic, which in turns benefits the advertiser. So the cycle continues – more and more links from more and more advertisers means more and more traffic and everyone benefits.

Looking at how this affects the shape of advertising:

1) Customers use search engines to locate what they want

2) Search engines return the popular websites on their front pages

3) These popular websites are visited and recommend the businesses that are advertised

4) These businesses in turn are linked to the popular Website and refer their own customers to the Marquee, increasing the overall traffic of the community

This “tent or marquee” principle that relies on reciprocal linking from thousands of advertisers is going to revolutionize the way in which advertising is done because it works on a community basis. In other words, it builds up a community of advertisers who would otherwise be excluded from the Internet mainstream because of their lack of funds or size. is the Internet’s way of levelling the playing field between those large organizations with large budgets and those with more modest means.

In order to encourage participation in the Marquee, they offer up to $80 000 in refunds for their top clients as a way of rewarding those community members who evangelize the Website the most. Using a referral system, measures who has brought in the most money and at the end of the buying period (the site should be over 80% full) refunds them a set amount – regardless of whether they have spent $50 or $5000 in advertising on the site.

If you are not convinced then all I have to say is “Have a little faith – it will work if everyone acts together.”

How Do You Define Internet Advertising Effectiveness?

Several years ago a very wise Internet marketer made the statement that you should never invest more money in Internet advertising then you are willing to lose.

This sounded like something you would hear before you started gambling in Las Vegas.

In reality Internet advertising effectiveness may vary from one person to the next, but you should expect that not everything you do is going to work out the way you planned.

It is always better to start advertising online with free advertising methods. This allows you to learn the game a little bit before you begin to invest your hard earned money.

Eventually you’re going to want to do paid advertising. Without a doubt the best paid advertising online right now is pay per click advertising.

Although Google AdWords gets the largest amount of revenue, Yahoo-Bing has some really good buys, as do other PPC search engines such as 7Search.

Take a look at how some of your competitors are advertising online. This is a good way to get an idea of the Internet advertising effectiveness they are experiencing.

One thing I was noticed in the Internet marketing niche is the number of people who promote landing pages. These are also referred to as splash pages.

The idea here is that you are going to build your list from your advertising. Once you have a subscriber’s name and email address you are then going to promote products to them over a period of time.

The strategy right here lets you know that email marketing is one of the most effective forms of Internet advertising when done correctly. However, we all face the same problem when we start doing email marketing from scratch.

Of course the problem is you do not have a list so who are you going to promote too? This is why people advertise a landing page as opposed to sending traffic directly to their website or sales page.

There’s a tremendous amount of free information online about Internet advertising effectiveness. I personally hang out at the Warrior Forum and learn a lot about what people are doing and what is working and what is not.

If you’re in a business opportunity the company will probably have ideas on advertising that you can do. The same thing if you are in an MLM program.

The ideas may include a co-op advertising program which is not a bad way to get started. Again keep in mind that you never want to invest more than you can afford to lose.

PPC Search Engine Internet Advertising – Most Common Mistake

Internet marketing is very hot right now, and one of the most popular, easy, and effective ways to make money online through internet marketing is using “Pay-Per-Click” – or PPC search engine internet advertising. For those who are new to internet marketing, PPC search engine internet advertising is the process of creating ads on popular search engines (such as Google or Yahoo) that will show up when users search for specific keywords that the internet marketer specifies. The internet marketer in turn pays a certain price (usually a few cents) each time a user clicks on the advertisement.

These advertisements, which generally appear next to the main result listings on the search engine, can provide a link to any website that the internet marketer would like the user to visit – this link could lead directly to the merchant’s landing page or to another website that provides the user with more information that will hopefully lead the user to purchase the product that the internet marketer is promoting.

While PPC search engine internet advertising can be an incredibly effective method to increase an internet marketer’s sales, when used incorrectly, this method can be disastrously expensive for the internet marketer and can create a bigger expense than the sales it generates. Below is the most common mistake you should avoid when starting out with PPC search engine internet advertising.

MOST COMMON MISTAKE: Using general, unspecified and non-relevant keywords in your advertisements

This is by far the most common and the most detrimental PPC search engine internet advertising mistake an internet marketer can make. Generally, most inexperienced internet marketers using PPC advertisements want to get a lot of traffic to the website they are promoting, which is understandable, because without any traffic internet marketers can’t make sales.

So, when deciding to promote a product that teaches people how to make money using internet marketing techniques, many marketers may decide to advertise under the keywords “make money online.” These are horrible keywords to use because they are so general and vague. There are literally hundreds of thousands of ways for people to make money online, and more than 95% or these will be unrelated to the specific product that this internet marketer is promoting.

While these keywords are sure to get a lot of traffic clicking on that specific advertisement, because a lot of people type “make money online” into a search engine, very few will actually be willing to buy any specific product when they search under these terms because they are most likely simply seeking general information on the topic of making money online. Therefore, the internet marketer advertising under the terms “make money online” will get a lot of traffic and clicks but very few sales, which means he or she will be forced to pay unthinkable mounts of money in advertising costs, which in turn makes it quite difficult for this internet marketer to turn a profit.

A much better choice of keywords for this particular campaign would be something like “best affiliate marketing training guide”. This is much more targeted and direct, and it will attract viewers who are much more likely to buy the product you are trying to promote, especially if your link brings the user to a page that has more detailed information on the product itself. While this choice of keywords will lead to less traffic and fewer clicks than “make money online” will, the marketer advertising under “best affiliate marketing training guide” is sure to make a larger profit because he or she will pay less in advertising costs and target people who are more likely to buy the particular product that he or she is advertising.

Always remember to use relevant and specific keywords instead of broad, general, and unrelated ones in your PPC search engine internet advertising campaigns and watch your profits soar.