Online advertising

SUMMARY: Your media partners can pull a lot of weight when it’s time to raise awareness for an event. Some will put up ads to your website; others will write a blog post with a link; what’s even more effective is pushing tickets directly from their sites.

Find out how an event marketer sold more than 10% of her tickets though advertising partners by creating an interactive ad. Includes creative samples and lessons learned. read the complete case study

SUMMARY: Budgeting for paid search is not simple. Maintaining strong performance means being ready to deal with fluctuations of PPC ad costs which frustrate funds-strapped executives.

Check out our 5 steps to estimating a PPC budget and tips on convincing executives and managing a budget between campaigns. read the complete article

SUMMARY: Display advertising gets a bad rep for being low in CTR and tough to target. But what if there were an ad platform where display ads were ranked by relevancy and CTRs? Want to target display ads based on data provided by a qualified audience, and pay with CPC?

Check out Facebook’s evolving ad platform. We interviewed their Director of Monetization on how to best use their newest version. Includes great tips on improving ad spend and effectiveness on the social networking site. read the complete interview

SUMMARY: Even the much maligned pop-up ad can be effective (and possibly even appreciated by consumers) when the tactic aligns with a strategic purpose that makes sense. We asked a few hundred online advertisers what strategy their advertising is focused on, and the types of ads they use, in order to see which ad types are favored for each strategy. read the complete article

By Natalie Myers, Reporter

I wasn’t looking for advice about online advertising when I scheduled time to talk to Jerry Shereshewsky, CEO, Grandparents.com, for a MarketingSherpa article I’m writing about marketing to grandparents.

But I should have expected getting some wisdom from someone with 39 years of experience in the industry who last year took the helm of an ad-supported resource site for grandparents.

Jerry’s previous title, ambassador plenipotentiary to Madison Avenue at Yahoo!, was another reason I... read the complete blog post