Publication websites that your customers frequent can accept advertising from your company. It’s a great way to direct traffic back to your website.

Distributors and manufacturers will benefit from this “Digital Marketing 101” mini-series I put together, containing some basic elements to look for as you gauge your digital marketing capabilities. Don’t expect them all to be in place, but a small handful of any would be a great start. I hope you find the series helpful!

Depending on your budget and resources, your marketing department might choose to put ads for your products and services on websites other than your own to attract viewers back to your site. There are several ways they would get this done. For example, they can work with an ad service, or they may prefer to use ad customization tools that allow them to customize the look and feel of your ads in-house. In addition, several online advertising platforms will enable the marketing team to place ads directly on other websites.

Introduction: Why Post Ads on Other Websites?

There are many publication websites that your customers frequent that are looking for new and innovative ways to generate revenue. One way they’re generating revenue is to include advertisements. If you’re not getting sufficient traffic on your own website, advertisements on sites that you know your ideal customers are visiting are an excellent way to capture traffic you might not ordinarily encounter. Then, if they are attracted to your ad, they will click it and be directed back to your website.

Ads will usually appear on websites through ad networks, which are brokers between a group of publishers and advertisers. Ad networks help advertisers buy available ad space (aka inventory) across multiple publishers.

One or more companies can run ad networks, which are generally free for the website owner. They work in a way that allows many advertisers to compete for the same website traffic, consequently increasing ad revenue for the website owners.

Types of Ads: What Kinds of Ads Should You Publish?

Many different types of ads can be placed on a website. For example, one type we see a lot is a text ad, which is a short message with a link back to yours. Banner ads are another type of ad we see often. These are billboard-like graphical images that range in size from very small to taking up the entire width of or a large part of a page.

Another type of ad we see is the pop-up, which appears in a separate window when you visit a website. These ads can be triggered by a website visitor’s action or a certain amount of time passing. Last but certainly not least, there are audio and video ads, both of which are excellent choices for an ad. They garner a lot of attention and often launch on their own when a visitor is on the website.

Placement: Where Should Your Ads be Placed?

Ad placement locations are pre-determined by the website on which you place ads. The ad sizes and file formats will also determine the placement of the ad. Typically, these placements, sizes, and formats will vary in price.

Design: How Should Your Ads Look?

Designing an ad is a process that takes time, thought, and creativity. The first step is to know the goal for the ad. What would you like the result to be? What is the ad’s purpose? Is it to get people to buy a product? To learn more about a product? To visit your website?

After you know the ad’s goal, develop a message that will accomplish that goal using a clear call to action. The ad’s design should be suitable to support your call to action. In other words, the ad’s goal, call to action, and design should work together to communicate a compelling message that will attract viewers.


In conclusion, adding attractive and interesting ads on other websites will help drive traffic to your website. A well-crafted ad campaign can also help increase brand awareness and sales for your business. Your ads should be relevant to your target audience and contain eye-catching visuals to draw attention. Ask your marketing team to test different ad formats and strategies to find what works best for your audience.


Learn more about The Digital Distributor Program — let’s schedule a time to chat!

Also, check out my forthcoming book, The Digital Distributor: Six Steps to Accelerate Sales! It contains everything you need to ensure the best possible ROI on your digital transformation.

Click here to download a free copy of Chapter One!


About the Author

Susan Merlo, Founder of The Digital Distributor, isn't just a consultant; she's a catalyst for growth. She and her team deliver strategies, tools, and training that bridges distributors' traditional selling methods with digital marketing and lead generation.

"I believe the digital sales and marketing strategies that are available today can level the playing field for any distributor, regardless of size. In fact, today there's no reason for any distributor to be left behind.

For that reason, we provide Done-FOR-You Services for those distributors who do not have the staff, bandwidth or budget to implement these strategies on their own.

We also deliver Done-WITH-You Services that include everything from getting your staffing in place to training your sales and marketing teams on what works and how to implement and manage these strategies on their own."

To learn more about the value distributors can glean from even the very basics of implementing digital sales and marketing strategies, be sure to subscribe to our blog, below.