Adliance's Purpose is to Make Online Advertising Effective for Local Businesses at a Low Cost.
Adliance's group sites are proven more efficient and less costly for members
than if they were to advertise on their own or through a third party.
Businesses advertising on their own can expect their budgets to be wasted quickly by ugly industry practices as discussed below.
When local businesses team up:
Adliance sites leverage the combined fees of members to dominate the top advertisement spots on major search sites.
While the per-member cost is low, the spending power of the Adliance group site leverages a greater return than members could accomplish on their own.
New customers that discover a member on the Adliance group website are within a few miles of a member business.
Adliance serves neighborhood businesses whose customers enjoy & require a short driving
distance to the business. Dentists, chiropractors, optometrists, automobile services,
athletic clubs, and veterinarians (to name a few) can take advantage of an Adliance
group site in over 180 metropolitan areas.
Adliance Insulates Group Members from Ugly Truths of the Online Advertising Industry
Issue #1 - Over-Targeting & Over-Spending
24 of 25 ad clicks received by online advertisers are from people greater than 5 miles away from the advertiser's business.
To state it another way, a person clicking on a Google advertisement will be in the neighborhood of the business only 4% of the time - wasting 96% of the advertiser's budget.
Businesses that advertise online with sites like Google are misled into thinking that their advertisements will be seen
in a small local area as seen on a map. When, in fact, ads are seen over a large regional metro area.
The core of the problem is how personal computers connect to the Internet through a regional ISP (Internet Service Provider). With no incentive to be
accurate, your ISP announces to the Internet that your computer is where their router hub is located. That router hub is
shared by thousands of ISP customers & centralized in the metro area usually within 25 miles of their customers. That is an area 50 miles
across. Thus, thousands of people are deemed to be at a location they are not.
So when an advertiser runs an ad in that city that has the router, it is seen and clicked on by thousands of people that are NOT in that city.
Every advertising website is subject to this problem, no matter what they claim. The problem precedes their control.
The Adliance group site is the only way to minimize this problem by sharing the distribution of clicks in a metro area.
Issue #2 - Under-Spending
A typical 25-mile metro area requires $1000-$4000 per month in spending to saturate online advertising and to
gain the most customers. Realistically, this amount is never spent by a single neighborhood business.
Most neighborhood businesses max out their budgets quickly and the advertisements don't display most days. Advertising sites allow
advertisers to set a smaller budgets, but doing so greatly weakens the effectiveness of the advertising campaign.
Adliance can spend the maximum amounts on behalf of group site members in a metro area.
By maximizing the spend, ads can display all day, every day at top positions on sites like Google.
Issue #3 - Fraud & Budget Loss
The online advertising industry ignores these issues. To fix them would cost billions in lost revenue. Is it fraud or oversight? You decide.
Synonymic Loss - Occurs when the advertising site changes your keywords into words or phrases of similar
meaning, but of no value to your ad campaign. Ad sites do this to expand their revenue. If you advertise the keyword "water damage", expect
ad sites to show your ad when someone types "water spots", "bad water taste", "flood damage in India", "waterproof table coaster".
Distribution Loss - Occurs when your ads display on Google/Yahoo partner websites where the content is mainly recycled advertisements that deceivingly appear as
legitimate content. Business.com and thousands of others are great examples of Distribution Loss racketeering.
Geo-Nexus Loss - Occurs when your ads display outside an area you reasonably intend or prescribe.
If an advertising site allows you to select your city by map or zip code,
they allow you to assume that your ads would be displayed only in that near area.
It is simply not possible to narrow ad distribution online in an area less than 25 miles. See Over-Targeting issue #1 above.
Repeat Click Loss - Occurs when your ad displays multiple times on the same computer and gets clicked on multiple times. It’s
often performed by competitors performing multiple clicks to cost you money. The ad sites know how to stop this loss instantly, but don't.
For over 10 years, Adliance has been developing technology & procedures to minimize losses. Minimizing the loss means
that the savings can be spent on effective customer development.