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Starting an E-Commerce Business - Paid Advertising

February 6th, 2008

f you are quite knowledgeable on your business's industry, then publishing articles online is a good start to building a reputation for your site. You can submit articles to free submit directories (where others can download your article as content for their own sites, giving you full credit), online magazines, ezines, and websites relevant to your business.

Paid Advertising


• Pay-Per-Click: Pay-per-click advertising consists of a search engine or directory that places your website in their database, and charges you a specified amount every time your website comes up in a search and is clicked on, thereby, generating traffic to your site. The amount of the fee is usually determined by bidding on keywords and ranking.

• Pay-Per-Impression: Similar to the concept of pay-per-click advertising, advertisers pay the affiliate based on the number of consumers that view their promotion or ad.

• Pay-Per-Sale: The advertisers pay the affiliate based on the number of consumers that make a purchase based on the direct result of the promotion.

• Pay-Per-Lead: Advertiser pays for each sales lead generated from the direct result of a promotion. Leads include a viewer filling out a survey, form, downloading a demo, software, etc...

• Pay-Per-E-mail: Similar to pay-per-lead advertising, pay-per-e-mail affiliates receive a commission for each consumer's e-mail address they refer to a mailing list or newsletter.

Paid Directories:

Some directories will charge a fee for increased visibility and is associated with a higher cost. If you choose to place your site in a paid directory listing, consider the offer carefully. Compare the price with other effective methods of advertising. Make sure you get the biggest bang for your buck.


A more popular marketing mechanism consists of banner-style advertisements that are specifically positioned on a web page in order to promote your website. Costs vary according to the placement of the ad on the web page and the size of the banner. Try to advertise on websites that contain relevant content, receive a significant amount of traffic and have fair banner advertisement rates.


Ezines (electronic magazines/newsletters published online or sent via e-mail) have been experiencing explosive growth in the past few years. There are thousands of ezines covering a vast number of topics. Considering that ezines cater to readers sincerely interested in the topic covered, you should get a higher response rate to your ads. For new businesses, publishing your own ezine right away may be too overwhelming, therefore paying for exposure of your website in online magazines and through ezine ads may be your best bet. Ezines can provide you with valuable traffic at a smaller investment than with banner ads. Ezine advertising is more likely to attract a significant response because the readers trust the editors and are more trusting of the ads.

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