Gaoliangju: Improving revenue to optimize advertising placement strategy

Recently old Gao began to record the network Marketing course, the website advertisement collation and analysis is also in progress. Today we will briefly explain the strategy of advertising placement. The purpose of our website is to make money, so it is necessary to improve our income through more reasonable and effective advertising placement. This article only for the placement of the Alliance advertising site type analysis, as for other profit models such as VIP Members, E-commerce Sales products are not discussed in this article. is still described in the form of a list of issues.

　　1, the Forum's CPC ads why the click rate is low

Some business forum friends may have a deep understanding of this, that is, if the forum placed Google or Baidu's CPC ads, will find a very low click rate. Though I tried my best, I couldn't find the right way to improve it. In fact, the root of this situation is that the form of the forum is relatively fixed, most of the time users of the Forum interface is very familiar with, at a glance, what is advertising is not clear, because people from the subconscious do not like ads, so when the network on a forum more familiar with, he knew the location of advertising, directly will be selective disregard. This means that the more loyal users of the forum, the less likely they are to click on ads. From this we can think that the higher the viscosity of a forum, it will be less ad clicks (click Rate is not clicks).

We think that the forum is not very suitable for the placement of CPC ads, but if some friends have to choose to place such ads on the forum, you can try not to use the common Market template, such as discuz, online many of the templates are exactly the same, so that users are very familiar with the interface, not conducive to the setting of ads appeal. You can develop a set of templates for yourself. In addition, you can often change the advertising position and form, so that those old members feel fresh, resulting in the desire to click Ads. To fundamentally solve this problem, I think the forum should not be placed in the CPC ads, and correspondingly, the forum is more suitable for the placement of the leading CPS and CPA ads, through the topic of guidance, it is easy to guide success.

　2, is deliberately prominent advertising good or deliberately hidden advertising good

When placing ads, especially in the CPC, some people like to set the color and format to be very similar to the text of the form, and some people like to deliberately set the ads with the text has a huge contrast color or form, in order to attract attention. Uncompromising, mixed. Old Gao once saw a cow, deliberately imitate the display form of Google ads design a template, not carefully distinguish, it is difficult to see where the content of the site, where is the content of advertising. Such a template is expected to hit the rate must be very high, then looked at the webmaster's creative admiration. Of course, it would be hard to say whether it would lead to too much hits and Google to K. The click-through rate should be increased appropriately but also limited.

The current point of view, if the site targeted at the general users, the Internet is less aware of the majority of the population, then choose to highlight the ads, because they do not have a strong sense of advertising, the exclusion of psychology is weak. If the site's browsing object is a certain level of knowledge, the Internet to accept a higher level, long-term bubble network of old netizens, the maximum hidden ads. Because they have a stronger immunity to advertising. Only try to make them not know, there is the possibility of clicking.

　　3, the impact of Internet users click on the main factors of advertising

Users open a website, there must be a reason, from the search engine to come in, or to a site has dependencies, directly enter the Web site? Different antecedents determine different purposes. Clicking on ads can also be different. From a sample survey, Baidu or Google's CPC ads, the vast majority of is unconscious click to, or "late" to, unless it is a professional industry site, because the audience is more unique, matching accurate ads may also be the browser is looking for information, then it may be more active clicks. This is what many stationmaster said, the industry station unit Price is high, the click Rate is also high reason.

So most of the time, users click ads are passive, templates as far as possible design of the more exquisite, advertising as far as possible set in a more reasonable position. Increase the probability of being point to. Plainly, we work hard to do SEO, do content, all the purpose is to push the page to the user before, and then hope that he can click on our ads. Therefore, appropriate highlighting and priority placement of advertising is understandable, but also worthy of encouragement.

　4, to guide or even mislead users point ads

From The Advertiser's point of view, certainly do not want their ads to be consumed by unwarranted clicks, but there is no doubt that everything is in line with the 28 principle. 80% of the advertising fee is delayed, and another 20% brings a valid user, which is enough. Only increase the click rate of ads, so that the webmaster can operate, will have more sites to help advertisers publicity. Otherwise, if the webmaster can not go on, the final advertiser advertising also nowhere to show. This is a question of ecological balance. I personally suggest appropriate to do some guided clicks, but don't overdo it. The most annoying is some download stations, for us these perennial internet people, often looking for a long time did not find the download link where. are some plug-ins to download the ads link.

Here to say a case, there is a friend (girls, computer level is not high), once she said that her computer is too slow, let old Gao help her clean up the computer, open her computer A look, I immediately laugh and cry, why? Because her computer is called the Internet Plug-in Exhibition hall, currently can see on the internet commonly used plug-ins, her computer has. When I asked what was going on, she said with a look of innocence, usually downloading mobile phone novels do not know how to have these things. This "do not know", in fact, is completely uninformed, was induced to download the plugin. For this situation, I feel appropriate to do some, understandable, but the entire download page is full of induced download link, which is a bit unreasonable, can be induced, but to the bottom limit, this is my point of view.

　5, where to put the advertising good

From the current statistical point of view, suitable for placing ads where the main site is the top of the website, is generally the upper banner ads navigation bar, there is a position is the text of the rectangular ads, the two locations are relatively high click-through. Another easily-induced click AD location is at the page, where the ad is easier to click when you need to click on the next page to view the content. Another tip is that most of the time you'll find ads placed on the right side are higher than the ads on the left. That is true from statistics, and the reason is unclear.

　6, what type of advertising should be selected

There are various forms of advertising in the market, CPC, CPA, CPS, all kinds of window, and even color lure, countless, sometimes open a Web site, countless window, so that viewers despair of life as dead, a lower configuration of the computer may be a crash, really let a person collapse, this situation to the film station, novel station majority. The user experience is very poor, but because of the provision of some users desperately need information or services, so that viewers have to endure the torture window. For example, when a user in a movie site looking for a movie they want to see, will endure to accept the window, can be said to be forced, but from the heart very disgusted.

So when choosing ads, if possible do not choose to play window ads, as for other such as CPC, CPS type of advertising, in essence, there is no big difference, choose one or two. While making money, also respect your users appropriately.

7, CPS, CPA-type advertising to guide the success of the elements is what

What are the key elements of success in guiding advertising? The most important is that the page is exquisite, and the content has credibility, the writing content is more inflammatory and seductive. Taobao customers as an example, those Taobao customer single page site generally produced quite good-looking, and the content from top to bottom has a strong attraction, guide the viewer involuntarily click on the corresponding link, so the general copy to tell the viewer, these goods than other goods what is different? What benefits can it bring to the user? From this point most people should understand, why Taobao Guest site has a lot of various rankings, this list from the subconscious to tell viewers, these products in the industry is the best, if you want to buy, these are the best choice. In this psychological hint, as long as users have to buy these products demand, he is bound to follow the prompts continue to go on. Therefore, the core elements of the guide ads are: To create the temptation to provide viewers with the psychological implications of continuing.

　8. How to match the number and type of advertisement

Some people say that if you see a website full of colorful, floating, banner, dazzling ads, this site must come from the hands of Chinese webmaster. In fact, advertising is a small and medium-sized site features, advertising part of the text than the more, can be said to find the text in the ad heap. Some people think that the more ads are placed, the higher the probability of being clicked, the more natural is the better. In fact, it is not so, when the advertisement to a certain extent, it will allow users to conflict, but led to a very low click rate. This also extremes meet the truth.

Generally speaking, a page of the same type of advertising not more than three, such as placing a Baidu theme, and then placed two Google ads, the CPC category is enough, do not put more similar ads. Similarly, similar banner or small rectangular ads, do not put too much, in short the standard is similar to not more than three. No more than 10 ad bits for the entire page.

　9. How to select the Advertising alliance

The current number of advertising alliances, many individuals or small companies to buy a program casually changed even if an ad league, the credibility of the concern. As for the amount of deduction, halfway to the escape is even more. Some time ago to see a famous alliance suddenly closed, feeling very incredible, this is the famous Lin Run Alliance, to play window ads the most famous, do not know how to do so incredibly dead, and now even give up the domain name. So it's really hard to choose a credible alliance these days. Here in addition to Baidu Google Taobao guest and so on outside, personal advice to see the market on the evaluation, and look at the operation of the time, the longer the operating time, the credibility of the higher the evaluation can be considered, as for the new alliance, if there is no full grasp or basis, or do not make their own mice good. Market evaluation and operating time is the basis of evaluation, and do not need to choose too many alliances, focus on a few can be.

This article is provided by the cosmetics @ Gaoliangju, website http://www.baimei.com, welcome to reprint or communicate with me, the current 500 new SEO and Marketing Exchange QQ Group: 39411222, welcome Gathen Exchange, to a certain number of people will be free training and team to do the project.