e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

21

...

Increase Your Sales

with Search Engine

Keyword Advertising

Half the money I spend on advertising is wasted; the trouble is, I don’t

know which half.

—Attributed to John Wanamaker, department store pioneer

THERE IS A

lot about online advertising that is similar to offline

advertising. The need to develop attractive graphics, compelling copy,

and the media buys to deploy them are similar. These techniques con-

tinue to be used in online advertising just as they have been for decades

in print and TV. Online, these graphic “display ads” are usually referred

to generically as “banners” or “buttons,” depending on their size.

What is newer because of the Internet is the rise of different

billing mechanisms for ads. These include cost-per-click (CPC) and