Understand Advertising Cost Metrics
Two types of calculations have traditionally been used to determine advertising costs: customer acquisition cost and cost per sale. If you have implemente... Read story
Lane McCulloch
Create Your Banner Ad
Although there are three types of banner ad campaigns, the banner ads that support those campaigns have many similarities. These common elements will driv... Read story
Decide Whether to Design Banner Ads In-House or to Outsource
Careful planning and research up front will save you time and money later in the banner ad creation process. If you want to create a banner ad in-house, y... Read story
Evaluate and Improve Your Banner Ad Campaign
No banner ad campaign is perfect the first time, so results tracking, evaluation, and course correction are critical. Once your tracking programs are in p... Read story
Understand the Costs Associated with Each Campaign Type
Now that you have some estimated budget figures in hand, you can get more specific by looking into the various banner ad pricing structures available. Of ... Read story
Decide Whether to Design Banner Ads In-House or to Outsource
Careful planning and research up front will save you time and money later in the banner ad creation process. If you want to create a banner ad in-house, y... Read story
Evaluate and Improve Your Banner Ad Campaign
No banner ad campaign is perfect the first time, so results tracking, evaluation, and course correction are critical. Once your tracking programs are in p... Read story
Understand the Costs Associated with Each Campaign Type
Now that you have some estimated budget figures in hand, you can get more specific by looking into the various banner ad pricing structures available. Of ... Read story
Design for Popular Browsers and Connections
Effective banner design starts with recognizing the limitations of the tools that will put your ad in front of your audience: browsers and Internet connec... Read story
Make Sure that Banner Ad Style Meshes with Audience Sensibilities
So you've researched your target audience's technical sophistication, and you've decided which technology you can safely and effectively use in your banne... Read story
Design within Standard Banner Ad Specifications
Banner ad design is evolving. As with anything else related to the Web, there are few hard-and-fast rules. However, Web advertising "pioneers" have discov... Read story
Checklist: Tailor Your Banner Ad to Your Target Market
Imagine spending thousands of dollars on a terrific television ad campaign, only to discover that your target customers don't own TV sets. That's approxim... Read story
Checklist: Monitor Your Web Site's Performance
The goal of monitoring performance is to ensure that, at any given time, your site is available to visitors and that your pages load quickly. There are nu... Read story
Monitor Your Web Site's Download Time
The term "download time" is usually misapplied to the entire lapse between the time that you request a Web page and the time that you are... Read story
Troubleshoot Downtime Issues
Whether you detect downtime on your own or are alerted to it with the help of a monitoring service, you must take immediate action to correct the problem.... Read story
Monitor Your Web Site's Response Time
When we run up against the "World Wide Wait," we tend to think that we're waiting for the requested page to download. But there's something that happens b... Read story
Understand How Download Time Is Measured
Think of the telephone call analogy: If response time is the number of rings, then download time is the actual conversation. Suppose the call recipient ha... Read story
Troubleshoot Response-Time Issues
You know the feeling of dialing a telephone number and then listening to ring after ring on the other end. With every ring you become more tempted to hang... Read story
Monitor Your Web Site's Links
Nothing undermines the credibility of a site quite like a link that returns an error message or a blank page. Visitors have very little patience for these... Read story
Check Internal Links
Unless your site is a single page, you probably use links as your main navigation tool. You might have links at the top of a page that take the user farth... Read story
Check External Links
The goal of any e-commerce site is "stickiness," the ability to keep visitors on the site for as long as possible. However, most e-commerce sites also lin... Read story
Monitor Your Web Site's Downtime
Accessibility is the most critical measure of your Web site's performance. If customers can't access your site, they can't shop; and if they can't shop, t... Read story
Understand How Downtime Is Measured
Measuring whether your site is "up" or "down" seems like it would be pretty easy: Either it's available or it's not. However, effective monitoring for dow... Read story
Troubleshoot Download Time Issues
When your site is slow to download, it may not be the server that is causing the delay. Take a careful look at the site itself. Chances are that the probl... Read story
Understand How Response Time Is Measured
Response time is a product of server performance. Therefore, those tools that track your server activities are the tools that measure response times. Your... Read story
Design for Popular Browsers and Connections
Effective banner design starts with recognizing the limitations of the tools that will put your ad in front of your audience: browsers and Internet connec... Read story
Make Sure that Banner Ad Style Meshes with Audience Sensibilities
So you've researched your target audience's technical sophistication, and you've decided which technology you can safely and effectively use in your banne... Read story
Design within Standard Banner Ad Specifications
Banner ad design is evolving. As with anything else related to the Web, there are few hard-and-fast rules. However, Web advertising "pioneers" have discov... Read story
Checklist: Tailor Your Banner Ad to Your Target Market
Imagine spending thousands of dollars on a terrific television ad campaign, only to discover that your target customers don't own TV sets. That's approxim... Read story
Checklist: Monitor Your Web Site's Performance
The goal of monitoring performance is to ensure that, at any given time, your site is available to visitors and that your pages load quickly. There are nu... Read story
Monitor Your Web Site's Download Time
The term "download time" is usually misapplied to the entire lapse between the time that you request a Web page and the time that you are... Read story
Monitor Your Web Site's Response Time
When we run up against the "World Wide Wait," we tend to think that we're waiting for the requested page to download. But there's something that happens b... Read story
Monitor Your Web Site's Downtime
Accessibility is the most critical measure of your Web site's performance. If customers can't access your site, they can't shop; and if they can't shop, t... Read story
Troubleshoot Download Time Issues
When your site is slow to download, it may not be the server that is causing the delay. Take a careful look at the site itself. Chances are that the probl... Read story
Understand How Response Time Is Measured
Response time is a product of server performance. Therefore, those tools that track your server activities are the tools that measure response times. Your... Read story
Troubleshoot Downtime Issues
Whether you detect downtime on your own or are alerted to it with the help of a monitoring service, you must take immediate action to correct the problem.... Read story
Understand How Downtime Is Measured
Measuring whether your site is "up" or "down" seems like it would be pretty easy: Either it's available or it's not. However, effective monitoring for dow... Read story
Checklist: Determine Your Banner Ad Campaign Objectives
When it comes to banner ads, one size does not fit all. Are you trying to develop awareness of your brand, attract prospective customers to your site, or ... Read story
Understand Branding (Awareness-Building) Campaigns
What is the first thing that comes to mind when your customers think of your company? Great service? Low prices? Clever advertising or a catchy logo? Each... Read story
Learn When to Use a Branding Campaign
The objective of a branding campaign is to impress your firm's brand identity on potential customers, not necessarily to entice users to visit your site o... Read story
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