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Advertising On the Internet

By Stan Gelber CEO

Healthlinks receives many inquiries from sites wanting to advertise on the Internet so I thought I would spend some time discussing this important aspect of e-commerce.

1. How does it work?

There are several ways to advertise on the Internet, they include the payment of a fee to get your site a higher rating on some search engines, the placement of logos next to your listing, becoming an affiliate partner and the placement of banner ads. For this article, I want to focus on affiliations and banner ads.

a. Affiliations.

Affiliations are a good way to advertise your products and services on the Internet because they normally do not cost you anything up front. Fees are usually in the form of a percentage of sales (these can range from 1% to 15% of the product or service costs). You will however need to setup tracking software and provide reports to each web site you have an affiliation with. Affiliations are a good way to get exposure however many web sites will not participate in affiliation deals unless you have a well recognized established organization and products in demand.

2. Banner Ads

Banner Ads are probably the most common form of advertising on the Internet. Most commercial sites sell banner advertising space (a banner is a 460x68 pixel gif or jpg graphic you create). Fees are usually based on the number of times your banner is shown (this is called an impression) and can range from a high of $100.00 per thousand impressions to a low of $10.00 per thousand impressions. Impressions are normally purchased in blocks (10,000 to 100,000), the more your purchase, the lower the cost per thousand. Another way to purchase banner ad space is by the clicks method. In the click method, you pay the banner advertiser for each click you receive (.05 to .15 cents per click) however very few sites are willing to use this method unless you have a very good set of products or services.

2. The Benefits of Advertising

Banner advertising is an inexpensive way to get your message out to a very large global audience. Your return on investment is comparable to both print and television advertising relative to the costs of the ad. Click through rates on your banner will vary however can range from a low of .050% to a high of 14% depending on where your advertise (targeted audience Vs general audience) and your product and/or services.

For an example of banner advertising rates please visit

Stan Gelber



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