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Successful Promotion on the Web
Published in Tom Hutchison, Paul Allen, Web Marketing for the Music Business, 2013
Advertisements would appear on popular content sites to pitch products available on e-commerce sites. Originally, these ad rates were set based on how it is done in the magazine industry—that is, they were based on the number of impressions. Thus, the advertiser paid based on the number of people who saw the ad. Now, the most popular form of charging for such advertising is “cost per click” (CPC), also known as pay per click (PPC). With CPC, the advertiser is charged a small fee each time a potential customer clicks on the ad and is taken to the advertiser’s web site. This has proved more effective because the advertiser is paying only for those potential customers who respond to the ad by clicking on it and being directed to the advertiser’s site. Google has popularized the use of sponsored links and offers web sites with similar content the ability to feature Google ads from sponsors who sign up for Google’s AdWords.
Attention for Web Directory Advertisements: A Top-Down or Bottom-Up Process?
Published in International Journal of Human–Computer Interaction, 2019
Yaqin Cao, Qingxing Qu, Vincent G. Duffy, Yi Ding
The large user base of web directories attracts a number of advertisers. Generally, advertisers want their ads attractive enough to appeal more users, which in turn will increase the fees the websites can charge for them (Aksakall, 2012; Ayanso & Karimi, 2015). Advertising is the primary revenue stream for those websites that provide directory services (Jacques, Perry, & Kristensson, 2015; Jansen, Liu, Weaver, Campbell, & Gregg, 2011; Lee, Ha, Jung, & Lee, 2013; Vargiu, Giuliani, & Armano, 2013). The most dominant pricing scheme is pay-per-click (PPC). Under this scheme, the advertisers pay a certain amount to the websites for each users’ click on the ad (Hu, Shin, & Tang, 2015; Wu et al., 2013). Under the PPC pricing schemes, it could not measure the effectiveness of ads until advertising (Shen, 2002). In order to understand the effectiveness of ads before they are shown, the advertisers should figure out the important ad attributes that may influence users’ attention. The natures of ad design and ad location have been put forward as critical factors (Resnick & Albert, 2014).