Choosing the Right Advertising Model for Your Website

For most of us involved in digital media advertising, the question about which pricing model works best for a specific campaign is clear. But when it comes to choosing the right model, publisher websites are stuck wondering.

Here are a few steps that will help you earn money from your website the most efficient way, and remember that choosing the right advertising model can drastically increase your revenue. Some of the factors that will help you choose the right advertising model are very obvious such as niche, the number of unique users that your website attracts, the demographical breakdown of the users, the number of page impressions that it generates, etc.

Let’s go over the three main advertising models, their respective pros & cons and explaining when to use them.

CPM (Cost-per-Mille) – in Latin mille means thousand

An impression is counted every time one of your users sees a text or banner advertisement on your website. If your website generates a significant amount of page views (page impressions), CPM is definitely the model you might want to implement, however, keep in mind that with CPM you will not get any money from clicks. If you can generate a high number of clicks on your website than you might want to consider a CPC model (See further below).

CPM is a profitable model if your website generates high traffic/low clicks but certainly will not be as profitable for advertisers who are running call to action campaigns as they will have a very low Return on Investment (ROI) and might not consider selecting your website for future campaigns unless you give them a good deal. However, advertisers who are planning to launch an awareness campaign might be delighted by the visibility you can provide amongst your users.

CPM is also considered a risk free model for publishers (website owners) as the only thing they really do is deliver the number of impressions that an advertiser books without worrying about the performance of the campaign. This one-sided environment made advertisers search for a better model, one that can guarantee some sort of performance, thus the birth of the CPC model.

CPC (Cost-per-Click)

CPC is considered to be a very simple formula that satisfies both the publishers & the advertisers in a fair environment. For the advertiser to benefit from the clicks that an ad placed on a publishers’ website generates, he has to make sure that the specific ad is relevant to his product and/or offer so that a percentage of these clicks turns out into goals/objectives. On the other hand, the publisher has the mandate to properly place the advertiser’s banner on his website so that it generates the most clicks, better yet, the most quality clicks (relevant clicks to the target audience) knowing that a good performing campaign will result in a good ROI, thus driving the advertiser to keep spending money on clicks, campaign after campaign, and for longer periods.

One of the very few problems of the CPC model is the possibility of running into click-frauds. A click-fraud occurs when an automated script attacks a website and generates hundreds of fake clicks on a banner, turning a successful campaign into a nightmare. Combating this fraudulent method is something that any publisher has to keep in mind before opting to use a CPC model.

CPA (Cost-per-Action)

CPA model throws all the risk on the publisher, plain and simple. A publisher must know that his traffic is guaranteed to generate actions (e.g.: form submission, registration, purchase, etc.) or else he’d be giving it out for free, without generating any income. If you have ideal traffic i.e. high traffic which converts well, then this is your best bet. What you need to do as a publisher to ensure a profitable CPA model, is make sure that an advertiser’s campaign follows certain standards because you don’t want to end up serving free advertisement for clients whose ads are irrelevant to begin with.

As an advertiser, a CPA model represents the best ROI possible for your campaigns. Obviously, you are only paying for the leads you are getting, thus minimizing your risks.

Final Note

There are many who argue that all three pricing models are just different flavors of the same thing. In a way this notion is not faulty since all three models rely on common numbers to estimate the final cost.

Example: An advertiser wants to sell 100 carpets at $100 apiece. His 75% margin gives him a profit of $75 per item before advertising cost. His cost of goods is $25 by default.

Here’s the simulation of all 3 models:

In the first simulation the advertiser buys 100 CPM at $5/per for a total cost of $500. His campaign generates a CTR of 2% and generates 2,000 clicks to his landing page. Let’s say that 5% of those clicks turned into a sale, that’s a total of 100 sales and $10,000 in cash money. His total gross is $10,000, Total advertising cost = $500 and Total cost of goods is $2,500 and that leaves him with a total net profit of $7,000.

Using CPC model, the same advertiser pays $0.25/click. The same budget of $500 will generate 2,000 clicks for him. 5% of those clicks turned into a sale, that’s a total of 100 sales and $10,000 in cash money. His total gross is $10,000, Total advertising cost = $500 and Total cost of goods is $2,500 and that leaves him with a total net profit of $7,000 just the same.

Finally, Using the CPA model, the advertiser pays $5/lead (5% Commission). The same budget of $500 will generate 100 sales for him and $10,000 in cash money. His total gross is $10,000, Total advertising cost = $500 and Total cost of goods is $2,500 and that leaves him with a total net profit of $7,000 just the same.

So for every price in one model there’s a price for the other two and that’s exactly how publishers & search engines, alike, calculate the different pricing options and sell them. At the end of the day, the model that sells the best is the model that keeps the advertiser feeling happy, safe and profiting without taking a huge risk and in turn making a good profit for the publisher as well.

Promoting your Brand and Business on Facebook

The fast growing demand for a simple and cost-effective solution to quickly immerse brands and businesses on Facebook, urged Eastline Marketing to develop Sweepz Facebook Application, designed to complement our online marketing solutions for clients who wished to leverage Facebook’s viral nature.

Sweepz is designed to achieve three core marketing objectives:

  1. Increase Fans/Likers.
  2. Build a marketing database.
  3. Generate a viral buzz.

The Sweepz Facebook Application can either support a contest or a sweepstakes. Whilst contests require more engagement from users, Sweepstakes are fairly straight forward. With Sweepz Facebook Application, both the contest and sweepstakes can be branded to conform to the visual identity of the product, service, or business you wish to promote.

Facebook Sweepstakes

If your campaign’s objectives are to build a marketing database, increase fans and generate a viral buzz, Sweepz Sweepstakes Application is the way to go! To take part in the sweepstakes and get a chance to win a valuable prize, users will have to fill in a form and answer a simple question usually related to the brand or product. Following a draw, the winner will be announced. Check the Motorshow example.

Facebook Contest

If your campaign’s objectives are to engage fans through a competition, opting for Sweepz Contest Facebook Application is the perfect choice! Sweepz Contest Application allows launching a contest that will engage fans by submitting a photo or video, and then to recruit votes. In order to win the competition, the contestants will need to gather as many votes as possible. Check the Laziza example.

Sweepz Facebook Application is recommended for all clients that are looking to quickly and easily utilize Facebook as a marketing channel and effectively promote their business and/or brand online. With Sweepz Facebook Application, you can launch a sweepstakes or contest and start gathering applications within 5 business days. Fill out the form for more info.

Eastline’s Digital Strategy for Canadian Website Awarded

communicate_cover_aug_2010Love Letters to the Future, produced by Canada-based firm Xenophile Media, and whose digital strategy was developed by Beirut-based online agency Eastline Marketing, won two gongs at the 14th edition of the Webby Awards, established in 1996 to honor excellence on the Internet.

Success of a PPC Campaign in Five Steps

Many factors contribute to the success of paid search marketing campaigns: The choice of keywords, the bid management, the ad text, and the landing pages.

This post tackles five of the most important domains: keyword choice, ad editing, destination URL, organization and analysis of campaigns.

1- Keywords

The success of a PPC campaign starts with keywords. Since your keyword list will probably change and develop with time, it is necessary to start with meaningful words.

Basic keywords: First of all, you must start with basic keywords, which are the words you consider relevant for your website. Of course, you cannot use them all in your PPC campaign. However, they can be a means of finding other expressions. Let us consider that you are an editor in a trade site that sells camcorders. Some relevant keywords can be “camera” or “camcorder”.

Expanded keywords: Use your basic keywords in an expanded way in order to use them as key expressions. By using the examples before-mentioned, you can use resolution options or any other option that can serve to expand your keywords. You can use words like “discount” or “waterproof”, what will give you “discount digital camera” or “waterproof digital camcorder”.

The product brands and model numbers are also very important in paid search campaigns. Do not forget to aim at your brand names in order to obtain for example “Canon digital camcorder” or “Nikon D200 digital camera”.

Do not forget your geographic situation in case you have a physical shop. Your geographic localization becomes therefore very important for your visitors. That’s why you have to include focused keywords with variations depending on your location “digital cameras Lebanon” or “digital camcorders Qatar”. You can also use other neighboring areas, for instance Morocco, Egypt, Dubai, etc…

Do not include long tail expressions which contain multiple keywords and are unlooked-for. In many activities, this type of expressions offers a relatively low cost-per-click and a high qualified visitor. “Canon rebel XTi digital camera” or “digital camcorder rebel XTi Lebanon” can be appropriate for a video camera shop. Even tough these expressions will probably not generate a lot of traffic, the conversion probability will significantly increase if you send your visitors to an appropriate landing page.

Negative keywords: Do not forget to exclude negative keywords. “Free” may be the first negative keyword you must exclude. In the case of a camera shop, you can use brand names as keywords to exclude. If you do not sell Casio or Sony products, use these brand names as negative keywords. This will help you to reduce the unqualified traffic. You can adopt the same strategy for prices. If your products are more expensive than the ones exposed by your competitors, you can use “discount”, “good deal”, “low prices” as negative keywords to exclude.

Elimination: Before putting your ads online, take a step backward and look at all the keywords you used. Eliminate the very general ones or simply not very relevant. If you sell camcorders, it is necessary to include this term in most of the key expressions. However, the term by itself is not very relevant because it will cost a lot and will be less focused. In terms of results, it has a big chance of not converting. Cancel vague sentences or the ones not offering a good level of relevance.

2- The ad text

Concerning your ad, you do not want it only to be visible, but also very relevant regarding your keywords and your destination page. Start by examining ads of your competitors in terms of ad group keywords and see how advertisers call out to internet users. You can use expressions like “discount” or “low price” in the ad text, but make sure that your products will do the job. If the client sees “discount” when your prices are very high, he may not visit your site again.

Try to make sure that your focused keywords are present in the title or in the ad description. Internet users have to see the immediate relevance of what they are searching for. If the request is “Canon digital camcorders” and this expression is not clearly visible in the ad, you will most probably lose a lot of potential clicks.

Also, make sure to create multiple variants of the ad and make them work one against the other. If you find that an ad has an impact more than the others, make an alternative out of it and put on hold the ones that do not offer a good conversion rate. This will help you improve your conversion rates.

3- Landing pages

This will be your first real chance to sell to an internet user. This page aims at giving security to your selling actions. Make sure they are relevant regarding your ad and your choice of keywords. In the opposite way, make sure your ad and your keywords are relevant regarding this page.

It seems logical to proceed this way. Many use ad groups directing to the same landing page. If you use the term “Canon”, therefore, you have to direct the users to a Canon page. If you use the term “Nikon”, you also have to direct the users to a Nikon page. Do not use two keywords for two different aims in the same ad pointing to the same page.

4- Organization

The organization of your PPC campaign depends on your needs as advertisers. In most of the cases, you will have one campaign divided into many ad groups. Each ad group will be focused on a set of key expressions and similar ads. You can have ad groups split up by brand (Canon, Nikon, Sony, etc.), by camcorder types (digital, reflex, 35mm) or by combination of both.

Having your campaigns and your ad groups well organized can save time when it comes to increasing the relevancy and optimizing your ad and your combination of keywords.

Dividing your account into several campaigns can also be very useful. Imagine that you do not want to spend more than 16$ a day in your Canon campaigns and 32$ in Nikon’s. In this case, you must divide your account into several campaigns by brand, then each brand of the ad group can be divided according to the functions and types of camcorders.

Another example of managing several campaigns is the geographic targeting. For instance, if you have some of your ads that are relative to Lebanon and Qatar and you only want them to appear at the local level, you can create a campaign for each ad and assign it to each region.

There are different possible scenarios that can be applied to the configuration of your account. However, try to pick the one that facilitates your account management, no matter the direction you take. One of the main mistakes you can do as advertisers is dumping all your keywords into an ad group and not proposing more than one ad for all your keywords. This will result in a high cost per click and lower click and conversion rates.

5- Analysis

Do not forget to verify the clicks and conversion rates, not only for each ad, but also for each keyword. If you notice that some keywords are not resulting in any selling operation, you can chose to put them on standby or make some changes in order to improve their conversion. This can mean the implementation of a new ad group and the creation of new ads more focused on individual keywords. This can result in implementing new ad group and creating new ads more centered on individual keywords, or maybe just a simple adaptation of the offer.


If there is one thing you must learn from this article, it would be to “stay relevant”. The more you are relevant, the more you succeed in your PPC campaign. Being relevant can not only produce a decrease in the cost per click rates, but it will also increase your conversion chances and offer you a better return on investment (ROI). Make sure that the keywords set, ads, and landing pages are harmonious in order to ensure the best success opportunities.

Eastline Marketing offers successful paid search marketing campaigns for companies that wish to target Arabic Internet users, mainly Lebanon, Qatar, Dubai, KSA, Egypt, Jordan, Morocco, Yemen, and Algeria.

Contact us for more details!

The Importance of Building an Efficient Online Marketing Strategy

Getting your business involved in multiple Internet marketing activities is already a good step forward, but understanding how to optimize your dollars spent, is the real key to success!

The efficiency of a well-built Online Marketing Strategy will enable you to maximize and monetize your online expenditure.

The core issue is to know how to deploy those activities in a manner that will be fully integrated to your overall Marketing Strategy, while moreover ensuring your strategy is developed to achieve your goals.

Whilst drafting your digital strategy, your sales and communication objectives along with your target audience should be your primary focus. Defining your objectives are often the hardest to set in stone, but understanding your customer’s behavior online is an even greater challenge.

Based on the above, you need to ensure your offline and online marketing strategies are well integrated together. This will enable you to maximize your visibility, further the brand engagement, and in turn, learn who your customers really are.

From this point forward, you will be able to aim at a measurable ROI.

Related articles:

The 17 Rules of Social Media Optimization
Measuring up to Social Media Efforts

Five Rules for Killer Content

Have you ever heard of the expression “content is king”? As a matter of fact, content IS king, especially when it comes to sustaining a successful social presence.  If you are running a social page (Facebook page, blog, etc.) you have most probably experienced difficulty in retaining your audience and keeping them engaged. Take it as a rule, that good content will intrigue your audience once, but its “killer content” that will keep them coming back.

Below are 5 rules that will help you generate and publish “Killer Content”:

  1. Original Content: In a socially crowded virtual world, getting you decent visibility is almost impossible. Even brands with high budgets to burn on advertising, find it difficult to incentivize and push their fans to engage with them. What you need to do to differentiate yourself and stand out is create your own original content that cannot be found anywhere else.  By investing in original content you are bringing value to your social presence and in turn building credibility and loyalty amongst your fans.
  2. Engaging Content: Producing original content is quite simple, making the content engaging is tricky. How many times have you updated your status and received no comments or likes? Users not responding to your content does not necessarily mean that they don’t like the content you are providing them. On the contrary, they might like it but they don’t feel that they need to respond back. That’s why you need to tell them what to do, and always ask them to engage. When creating your content, always keep your fans in mind and project to them the need for their opinion. Ask for their opinion and you will get it.
  3. Set-up a Trend: Be a trendsetter! At the end of the day you want your fans to convert into tangible results. When you become a trend-setter, you can easily increase your conversion rate and attain optimal performance. Usually, setting-up a trend is directly related to original content creation. What you need to do is make sure to remind your fans at every occasion possible about your content and ask them to promote it. If everyone is talking about it, it becomes a trend.
  4. Fan Generated Content: When fans are submitting content to your page, this means that you have attained the trend level needed to keep everyone engaged, hence reaching optimal performance. What you need to do at this stage is revert back to your fans, filter the content and support it. When fans start feeling that they are contributing and conforming to a trend they will automatically transform into ambassadors of your social presence.
  5. Viral Elements: You wonder why some YouTube videos get gazillion views? There’s no black magic behind it. People like to share original content because they like to get some recognition out of it. People get satisfaction when their friends comment or like their posts. What you need to do is make sure that your content has all the viral elements (funny, shocking, cool, amazing, impressive, etc.) that will incite users to promote it on their own social presence and get recognition from their friends.

The 17 Rules of Social Media Optimization

Social Media OptimizationImage courtesy of

By definition, Social Media Optimization (SMO) is the process of optimizing social media marketing activities in order to attract traffic to a specific web presence.

Much like Search Engine Optimization, SMO activities can be split into two method sets:

Onsite SMO is the process of making a web presence, or website, socially enabled. This is achieved by using a combination of sharing tools and standards such as RSS feeds, sharing buttons, links to social profiles and pages… Onsite SMO ensures total integration between the website and major social networks.

Offsite SMO is the process of engaging in promotional practices with the aim of attracting social traffic back to the website. Offsite SMO can range from social media bookmarking to blog and forum engagements. A traffic-generating viral Facebook status update is an example of offsite SMO.

Social Media Optimization practices have been used since the inception and proliferation of social communities. In 2006, members of the digital marketing community collaborated on 17 rules for “social media optimization”. Although the tools have evolved and changed, the fundamental behaviors are still valid.

Here are the 17 rules of Social Media Optimization:

1. Increase your linkability
2. Make tagging and bookmarking easy
3. Reward inbound links
4. Help your content travel
5. Encourage the mashup
6. Be a user resource, even if it doesn’t help you
7. Reward helpful and valuable users
8. Participate
9. Know how to target your audience
10. Create content
11. Be real
12. Don’t forget your roots, be humble
13. Don’t be afraid to try new things, stay fresh
14. Develop a SMO strategy
15. Choose your SMO tactics wisely
16. Make SMO part of your process and best practices
17. Don’t be afraid to let go of a message or idea and let others own it

Eastline Marketing récompensée par les Webby Awards

cover-webby-awardsLe site, produit par la compagnie canadienne Xenophile Media et dont la stratégie en ligne a été conçue par l’agence libanaise Eastline Marketing, a obtenu le prix du meilleur site vert de l’année aux 14es Webby Awards. La communauté web l’a également récompensé dans la même catégorie, en lui accordant le Webby People’s Voice Award.

Digg Dugg its Own Grave

What’s new at Digg? Digg’s upcoming changes revolve around importing your social graph from sites like Facebook, then having a Digg page that shows the stories that were “Dugg” by your friends, the most. Sounds a bit like Facebook’s “Like” and Twitter’s “RT” features doesn’t it?

Before there was Facebook and Twitter, getting on the front page of Digg was every blogger’s dream. However, when your top 100 users control 56% of your homepage content, your upside can only be limited.

While Facebook and Twitter have grown by listening to customers’ needs and adapting,  Digg has already lost an overwhelming 13.8 million unique visits from March to April, 2010 (, April, 2010) — a 36% dash. Kevin Rose, Digg’s founder, has made several announcements hinting to a Digg revamp soon, but it is yet to be executed.

Nowadays you do not see many sites eminently featuring Digg buttons anymore; those button have long been replaced with the likes of Twitter, Facebook Likes or even Google Buzz – Facebook, Twitter and Google all have the potential to feed you news relevant to your interests, and with far fewer absurd comments.

Digg is hopeful it could regain some market share and reboost its unique daily visitors to what they once were; nonetheless, in an age where everyone is embracing more relative interest-based  sharing, Digg will have a hard time doing so. Will version 4.0 revive Digg? Only time will tell.

Google adds "Remarketing" to Adwords

Google has taken behavioral advertising to the next level. After giving marketers the ability to target users by interests and website-category on the Google Content Network, Adwords now has a new controllable option, that is “Audiences.” Audiences allows you to target specific ads to specific users who have performed a certain action online, such as targeting all users that have visited a specific section on your website or purchased a certain item.

By adding Remarketing – a term created by Google for this type of advertising – to Adwords, Google is bringing advertisers closer to the future, which will tend to rely more on behavioral ads rather than geotargeted ads. For example, remarketing enables you to advertise to certain customers who have already looked to buy book “x”, offers about books from the same author or a similar topic – a technique used by websites such as

In the new version of Adwords, you can create a new “Audience List” under the new “Audiences” tab, constituting of customers who share a certain behavior on your site, then generate a tag that could be added to your website. “Audiences” are fully trackable and measurable through Clicks, Impressions and conversion rates.

If you care about your conversion rates, you might want to start by enabling the new “Audiences” tab in any campaign running of the Google Content Network!