The orientation and mistaken cognition of network advertisement

The internet industry has entered the first stage of rational adjustment, regardless of the effect of the advertising campaign may have a certain degree of convergence, many network companies will be faced with the use of limited funds to achieve the best possible promotional effect of the marketing strategy of the basic issues, therefore, it is necessary to understand the network advertising positioning and costs and other basic issues.

Some consultancy surveys on the effects of online advertising are sad, although the number of ads in the logo is usually below 1%, but online advertising is still an important network http://www.aliyun.com/zixun/aggregation/9371.html "> One of marketing means, especially in attracting new users, has obvious promotion effect.

The key to the success of media advertising is to be able to accurately convey clear and innovative information to the target audience, and many marketing professionals will agree with this view. Generally speaking, it is only when the advertising information is in line with someone's interest, he will show great attention, this is the basic principle of advertising positioning. This may not have to be explained too much, but marketing positioning comes at a cost, sometimes expensive. No doubt, effective positioning is the basic content of marketing strategy. But it is very difficult and can be costly to find a target audience that meets the requirements from the vast crowd. In determining the network advertising program, often to face this situation: is to choose a highly positioned professional website (perhaps the cost of CPM more than 60 U.S. dollars), or to choose a relatively low cost and a wider audience, the target location is not very professional website?

To answer this question, it is not only to clarify the nature of the product or service being advertised, but also how to define the concept of the target audience. In reality, some advertisers often have two kinds of extreme misconceptions about the relationship between the location and the cost of online advertising.

First error: Increase the cost of positioning. If advertising has an impact on a larger audience, and advertisers do not realize that, only on highly positioned sites to advertise, this positioning costs will become more expensive, because the professional positioning of the advertising media prices must be higher than the public media.

Second mistake: Reduce the effect of advertising. Contrary to the first error scenario, the other extreme is that, in order to save money, the goal is not to be taken into account, usually in a cheap ad network or on a cheap period of time.

Under normal circumstances, the advertising effect (positioning) and advertising costs should be balanced, rather than going from one extreme to the other. Take the online advertising of travel website For example, suppose to have 10,000 yuan advertisement budget, in the target localization website, may each CPM only need 2 dollars, but in a highly positioned website or channel, the advertisement price may need 40 dollars per CPM. It can also be understood that if a website for the general public can buy 5 million impressions (without denying that there may be a considerable percentage of online travel users), the site may only be able to advertise 250,000 times.

To this question, how should advertisers choose? Hundred push net gives two kinds of plan which effect is better? In this particular case, it seems that it is more appealing to increase the number of ads displayed on public-class sites because online travel is now the most popular and fastest-growing online service, Tourism advertising may attract the attention of most netizens, potential users may appear anywhere on the internet, and not only in tourism-related occasions.

Another method of judging the choice of advertising mode is the value gained from public exposure. The direct benefit of the ad-targeting site may be 20 times times that of the public Web site, but if the ads are placed on thousands of other sites, there may be more people to see, thus expanding the coverage of the ads. In online advertising, coverage of this element may often be overlooked, in fact, to expand the coverage of online advertising, attract more new users than in some large sites repeat the display of logo advertising effect better.