Online Media Planning FAQ

  1. What advertising falls under Online Media Buying?
  2. What about Google Site Targeting?
  3. What about Affiliate Management?
  4. What about Email Marketing?
  5. How do I pay for this advertising?
  6. Where does one find the best deals?
  7. What about the creative?

1. What advertising falls under Online Media Buying?

Media buys that our outside of our Natural and Paid Search services. This includes, among other things, banner advertising, ezine promotions, white paper placements, paid social media optimization placements, and website sponsorship.

2. What about Google Site Targeting?

Site Targeting is an offering from Google where one can place advertising on specific websites that have implemented Google AdSense for advertising delivery. It is available on either a Cost Per Thousand Impressions (CPM) or a Cost Per Click (CPC) basis.

Google Site Targeting is a wonderful tool for determining appropriate websites, audiences and CPM fees for an online media campaign, and for the testing of creative. Apogee Results is happy to manage a Google Site Targeting account as part of the tactical research phase of Online Media Buying, and to use the lessons learned to inform the rest of the campaign.

Google Site Targeting is also an effective method of generating leads and sales in the long term. For long-term Site Targeting engagements, we typically migrate these campaigns into our Paid Search department.

3. What about Affiliate Management?

We do not currently offer Affiliate Management, but have world-class affiliate management partners that we are happy to recommend.

4. What about Email Marketing?

Apogee Results does not currently offer email marketing, other than the sponsorship of electronic newsletters. In the past, we have offered the management of internal email lists, and may do so again in the future.

5. How do I pay for this advertising?

Unlike paid search which uses a CPC model, most Online Media Buying happens on a CPM basis, although many vehicles can be purchased for a flat fee. In some cases such as the remnant banner purchases, CPC purchases can be negotiated.

6. Where does one find the best deals?

Often, the best deals are found from publishers with remnant space. This is unsold advertising space that often sells for fire sale prices as it is a perishable good. Potential deals like this generally occur with little to no warning, and generally need to be placed in a matter of hours, if not minutes. Please be aware that as all media costs must be prepaid, to qualify for such specials, a client needs to have funds in escrow with Apogee Results.

7. What about the creative?

Our world-class copywriting and graphical repurposing services are available as needed. At this time, we do not offer intensive graphical or rich media creation services.

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"We have enjoyed working with Apogee for years, and our long relationship is due to the consistent, high-quality results on both paid search and natural search."