The Web & Advertising

I have been starting to work with more and more clients on website advertising. While I have promoted companies (sponsors) on websites since 1998 — and always known the value of “custom” advertising on a particular website — I must admit I was more skeptical about the value of “random” advertising based on keywords (known to many as Google Ads, although other search engines provide keyword ads too). It is important to connect the web & advertising.

Of course, I still believe the greatest advertisement on the web is your own website, and that’s always the starting point.

So, You Consider a Website Actual Advertising?

Absolutely! I’m amazed whenever I hear an ad on radio (or TV) that includes a website. If I’m interested, I check it out.

You would be surprised how many websites aren’t good — despite advertisers spending heavily on radio or TV. Investing in advertising but neglecting your website is not a smart plan!

But You Got Them to Your Website – Surely That’s Enough?

Only if you have a great website — not just a website.

Imagine spending $5,000 on a month of radio advertising promoting your spring special, directing listeners to your website. If that website uses outdated technology, blurry logos, and old content, visitors will leave fast. They’ll associate poor web presence with poor company quality.

You don’t lose sales because your spring special isn’t good. You lose because your website didn’t reflect the value you advertised.

So It Would Be Worthwhile Getting a Great Site Before Advertising?

That sure would make sense to me.

Your website is your greatest — and most permanent — form of advertising. It’s working 24/7. Visitors form impressions and make decisions based on your site experience. That’s why, before looking into online ads or any type of internet advertising, your first priority must be a great website.

Ok – What Next? Wouldn’t Search Engines Be All You Need?

Ah — the famous SEO (Search Engine Optimization) discussion!

From the beginning, I questioned how everyone could promise a number one ranking on search engines. Mathematically, it’s impossible. But some companies still promise it — “Get the top Google ranking — for only $100 bucks! Call now!”

If it sounds too good to be true, it probably is.

We work hard with our clients, helping them identify keywords, key phrases, and setting up proper SEO structures, like title tags and sitemaps. We absolutely want good rankings. Some of our client sites have number one rankings on keywords.

But here’s reality: no one knows Google’s full ranking formula. SEO alone is not a guaranteed ticket to business success. Good websites, steady traffic, valid backlinks — they all contribute. But living by SEO alone is risky.

Now, I Would Consider Website Advertising and Google Ads

Media outlets themselves (newspapers, TV) have admitted they’re losing advertising share to online platforms.

Online advertising makes sense:

• It gets huge exposure
• It links directly to your site
• It offers real-time tracking
• It builds brand awareness

When advertising on specific websites, you want to know:

• Demographics
• Impressions (how many people will see your ad)
• Click-through tracking

Good old-fashioned banner ads are still effective — easy to read, not too intrusive, highly visible. And you can scale them to fit any budget. One great thing about The Web & Advertising is how easy it is to turn campaigns on and off as needed.

I Must Admit – Google Ads Now Has My Attention!

When Google Ads first launched, I thought they were tacky. I’d visit a cultural site and see sports ticket ads for California events — completely irrelevant! It didn’t seem to match well at all.

Plus, early on, small sites would run Google Ads just to try making money, with no real connection to their site’s content. But Google improved. Big players like Australia’s “The Age” newspaper now run Google Ads — and that got my attention.

Today, Google does a much better job matching ads to site content. They also introduced graphic ads, making online advertising look more professional. That shift really made me rethink the potential for online ad strategies.

What About Sponsored Links on Search Engines?

Unlike organic search rankings (which no one can promise), Sponsored Links are straightforward: you pay, you get visibility. Period.

You:

• Set your monthly budget
• Only pay when someone clicks
• Benefit from free branding even when they don’t click

This makes Sponsored Links (Google Ads, Bing Ads, etc.) a guaranteed way to gain exposure — and a smart, controllable part of The Web & Advertising mix.

In Summary: Make the Web Work for You

When you plan your overall marketing, The Web & Advertising gives you a powerful toolkit.

Here’s the smart sequence:

1. First, build a great website — your primary ad platform.
2. Next, look for strategic advertising sites with your target demographic.
3. Then, add a modest Google Ads budget and monitor your results.

Set up your budget, track clicks, and tweak campaigns as you learn what works. Best of all, you can even run graphic ads today.

Advertising on the internet keeps growing every day. Don’t wait too long to get in the game — but always understand what you’re signing up for first!

Cheers Mate,

Peter Beare – Webmaster

Peter Beare is CEO of BeareWare, a Website Design & Development Company located just outside of Nashville, Tennessee. Since building his first website for a local sports club in 1998 Peter has been a webmaster. Over the last 10 years Peter’s duties with BeareWare have included website planning, design and development, website marketing and sales, as well as database application programming & project management. But when all is said and done, Peter is still a webmaster and this is “Interview with a Webmaster“.