The myths of Web-site
If you are looking
for online advertising information, you will notice that
most online web sites make a big deal out of the number of hits that they
generate every day, week or month. Other sites promise you
"impressions" or "click-throughs".
Here's why you should avoid these models:
Web site owners
generally talk about the number of hits that they receive and do
so as though they were talking about the number of people that
come to their site. These two figures aren't even related. A
hit is nothing more than the transfer of one file. Web pages
can include one file or a hundred or more files.
If there are 20
images on a page (could be buttons or small graphics that you can't
even see), each page that is viewed generates a
total of 21 hits. (One HTML file plus 20 graphics.)
owners purposely put a large number of very small files or
invisible graphics on a page
just to increase their "hits". Others will break
up a single large image into 50 small ones that still look like
one large one. If this happens, one person can easily
generate hundreds of hits in just a minute or two.
model is generally used by companies that want to make their
traffic sound like more than what it really is.
This model is
generally reserved for banner ads and are billed at X number of
dollars per thousand times the ad is seen. An impression is
when a visitor comes to a page and your ad is loaded.
sound pretty cheap, but the reason that they are so cheap is that
they don't work well. First, it is easy to circumvent the counters and
you are often dependent upon the site owner for honest delivery of
Second, the goal of
the site owner is to give you the maximum amount of impressions in
the shortest possible time. There is no attempt to put your
ad in front of a real prospect. Therefore, your banner often gets
loaded on many pages and the person that is browsing the site
may see your ad dozens of times. If they weren't interested the
1st time they saw the ad, they probably won't be interested the
75th time either. Yet you are still "charged" for all
Another problem is
that viewers may see your ad but
may not be able to find it next time, even minutes later.
Your impression may be one of 5 that could randomly load on that
page and the viewer would never find you again or your impressions
may have been exhausted. Business is lost this way,
Compared to the
above models, this
is the most honest business model. The only time that you
are charged is if someone clicks through to your site.
When this is the ad
model, clicks-throughs are often automatically
generated. If you have ever been to a site where you had a
pop-up window suddenly appear, it is likely that you have been
forwarded to this page just to create a click-through and charge
will get you quite a bit of traffic, but are you looking for
traffic or business?
Keeping it simple is
the best and most honest way to do business. The
static model means that your ad or page is live for a certain
period of time regardless of whether one hundred or one thousand
people view your ad.
If the ad is
scheduled for six months, then you can make the decision at the
end of six months to either renew or find something else.
You will know that your banner or page was viewable every
day of those six months and you didn't have to manage it.
SeniorMag believes in the static model.
It's honest and your resources aren't wasted on traffic that isn't
in your business model. You pay for a specific
page and location and you should have the right to expect that it
will be there... every day, all day... no matter how many people
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