If I only had a brain Reach a niche with text ads using IndustryBrains

Posted by tom klein January 25, 2008

When it comes to placing online ads, Google is the kingpin. However, not every site carries ads from their network. If you’re looking to reach a more targeted niche, where can you turn?

You can use your noggin’ and try IndustryBrains. This ad placement and management system works much like Google’s, but its network is focused on premium vertical publications – sites like GolfWeek, Motley Fool, BusinessWeek, USA Today, PC World, and Morningstar. First you select the website(s) and sometimes the specific pages in the site that work best for you. Then, you place a bid for what you will pay for each click through. Finally the system places your text ad based on its relevancy and performance.

When you’re ready to add some highly targeted sites to your ad placement strategy, this is a great place to start. Alternatively, if you know for certain that you target is reading the Motley Fool, why not just go straight to the source?

The big difference here, compared to many ad networks, is the ability for an advertiser to choose just one site, or even just one page on one site where an ad will appear. It can be a powerful tool for reaching a hard to reach target.

Just placing an advertisement doesn’t mean you’re done. It’s key to “connect the dots” from an ad, to a landing page, and then ultimately to some sort of conversion. You don’t want to pay for ads if your site isn’t ready to carry the ball.

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