Tourism Marketing Logo

Online Advertising Explained!

For our purposes, we define online advertising as things like AdWords or banners. Facebook post and tweets are not covered in this Tip.

There was a lecture in Section Two called Old School and in this video we said you need to keep an open mind. Don’t let fear stop you from trying new things. The same thing can be said now: you should dabble in some online advertising. One thing that happens is that an owner tries one thing, one time and declares an entire industry to be a bogus scam. Just because your first attempt at banner advertising doesn’t work out, it doesn’t mean that banner ads don’t work. It doesn’t even mean that banner ads don’t work for you. It only means that you didn't succeed on your first attempt. Be slow to pass judgement.

Banner Ads Image

Search ads are the most common in this category. The common experience with this category is that some ads work and some don’t. Unlike email, it’s not always obvious why something didn’t convert. For this reason, I, and several friends who also do consulting professionally, recommend that you hire someone who only does this exact form of advertising for a living. Not someone who builds websites and does this on the side but a real AdWords professional who only handles this form of advertising.

Google AdWords Logo

The lecture video also shows where you can buy banners and even Tweets. Tweet ads are a good way to get more real customers to follow your channel. These ads can be bought on an account belonging to a tourism magazine, or perhaps a print publication of regional interest, like the Caribbean. This is a great way to be sure that your tourism based ads are targeted to people interested in your exact topic. It’s also very cheap; you can test the platform for just a few dollars.

If you want to know more about this important issue, please contact us.

Video Transcript


Originally this video was part of a
Udemy Marketing course but I've decided
to make it available for free, for you
right here on YouTube. Any time you need
to get ahold of me all you have to do is
mouse over this picture and click on the
white eye icon. You know, today's website
owner has an entire range of options
when it comes to advertising and that's
what we're going to talk about this time.
It's Lecture 4.3, Online Ads, here we go.
Social Media platforms such as Facebook
and Twitter will be covered in their own
separate videos later on in this section.
Right now I want to talk to you about
more traditional forms of online
advertising. And I'd like to start with
one of my favorites, it's called
remarketing. Now what's remarketing?
Remarketing is when someone comes to
visit your website and you're part of a
remarketing ad network. The network will
put either a cookie or an invisible
pixel onto that visitors browser. Now,
let's pretend tomorrow the visitor goes
to another website that's also part of
that remarketing network. They will see
an ad from your website the day before.
Now we know the visitors interested in a
product in your category because they
came to your website. And so by seeing
your name several times, that visitor is
far more likely to come back to your
website. This is very effective
advertising. Now how exactly does
remarketing work on modern web pages?
It's quite normal for components, little
bits off of that page, to be loaded from
a number of servers across the Internet.
Sometimes these servers will serve up
things like Google Analytics information.
Other times they may serve up something
called an invisible pixel and that will
be coming from a advertising network
company. Along with the pixel, they'll
download perhaps a cookie and they will
almost certainly get the IP address of
your computer. You see everything on the
Internet including a printer, or a
smartphone is going to have an IP
address and that address is unique. It's
a series of digits and dots. Now that will
allow us to track your computer across
other web pages or even email. You see if
you have a company like Aweber, or Send Reach,
or in contact for example, they will
insert an invisible pixel into an email.
So that if that
is forwarded along to someone else they
know. You also would know if that
particular email was opened by the
recipient. That's all good information if
you'd like to keep your email list
up-to-date. So how does this exactly work?
Well I went to dictionary.com and found
that they had loaded three invisible
trackers on this page. One from Comscore,
another one from a company called Quanta
serve tracker, and of course Google Plus.
All of these companies are going to
track me across the Internet and when I
show up at another one of their web
pages, the odds are I'm going to get an
ad for Dictionary.com on my page. Now the
company Ii recommend for this is called Adroll
and they are actually quite
effective. And they've got reasonable
prices you can get ads on your webpage,
your Facebook page, Twitter, and on your
customers mobile phones. I personally
find this highly effective advertising
because we're only advertising to people
who have already visited our website we
know they're interested. Of course,
perhaps the most common form of regular
online advertising is search advertising.
You know, when you go to Yandex, or Google,
or Bing, and there's a list called SERPs:
the results page. Above the list of
the organic returns, you'll see several
ads and those ads are a terrific way to
rank your website if you find yourself
stuck on page three. You can rank on page
one tomorrow; all the way up at the top,
if you go to Google and bid on an ad now.
Your ad of course, is matched up with the
search that person is looking for at
that very moment. That makes this highly
effective advertising. Of course first
things first, you're going to want to set
up a Google Adwords and a Bing ads
account. And when you log into Adwords
this is the interface you're going to be
presented with.
There tabs across the top that are
fairly self-explanatory. Your ads and
keywords you've used. Keywords is
interesting because this will give you
information about how many people are
searching what particular keyword. By
the way I use a product called Market
Samurai and I actually prefer Market
Samurai. I just, I don't know, I like the
way the information is presented. They're
also pulling their information from a
number of different places. Now as I
mentioned, the other place you'll want to
be is Bing ads. Once again a fairly
similar thing. You can go do research in
two key words here and you'll find a lot
of information for you. How much they
cost, how many people are visiting, each
keyword, and then of course you'll have
ads, and ad groups and all of this,
information will be useful for you for
Bing. My personal experience from this
seems to mirror the experience of other
folks; which is to say when it works for
me, it works quite well and when it
doesn't work... well I don't get any clicks
at all. And that really seems to be the
the experience most people I have spoken
to have. So I recommend you don't spend a
great deal of money right up front. Do
you remember back in Section 2, there was
a Lecture called Old School? The
point of that particular video was to
tell you to keep an open mind about
older forms of advertising. Well this is
a little old school: its banner
advertising. You remember this back in
the 90s. Well it's still around and it's
still effective. Let me show you how it
works. If you'd like to try your hand
with banner advertising may I recommend
a company called Buy Sell Ads dot com?
Basically it's it's fairly
straight forward: you can buy directly
from the different publishers and try
your hand at
banner ads. Now the way it works is
you'll go ahead and set up your account
and you can go to a number of different
categories that you might be interested
in. Obviously we're going to give
advertising on Travel Channel's a try.
Let's just pick one at random.
Travelers Today; it says 200,000 monthly
impressions. by the way you can also buy
ads on their Twitter feed and that's
kind of cool. Here's the different
locations and sizes of the ads. Eight
dollars per thousand impressions. That's
kind of nice because, and I've done this,
you can try something small see if it
works. And if it does, you can up by later
on. So it's a kind of neat place to get
started. Get your feet wet and see what
works and what doesn't. And you can pick
out almost any category, like the AdWords
advertising from a few minutes ago.
Banner ads or something that... well it's a
little bit of trial by fire, you've got
to experiment the first time or two. One
shortcut you can take is by going back
to that BSA website we were talking
about a minute ago, click on the category
you're interested in advertising in, and
go find some of the websites listed in
that category. Look at their banner ads,
especially ones that could be
competitors of yours. Reload the page if
you have to, and see what those ads all
have in common. Are they all asking
questions? Are they all bright colors?
Take an interest in how they're doing
those ads and try to mimic what you
think is successful. You may find that's
a shortcut to banner ad success. Coming
up next time, it's Lecture 4, Section 4, ad
blockers. I hope you'll stay with us take
care... bye bye

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