AD 2.0: How to put a good internet advertising

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AD 2.0: How to put a good internet advertising

According to a report published jointly by the US Internet advertising Agency (IAB) and PricewaterhouseCoopers, the United States's Internet advertising revenue rose by 35% in 2006 compared with 2005, and in 2006, Internet advertising revenue reached a record 16.9 billion U.S. dollars, and the strong growth of Internet advertising in 2007 will continue.

The west wind is drifting eastward and the trend is the same. The inflection point of the growth of Chinese Internet advertisement is also surging out, many portal and vertical website's Internet advertisement is 30-100% to grow greatly.

"I know my advertising fee is at least half wasted, but I don't know where I'm wasting it," he said. How to put on Internet advertisement? What websites are you investing in? Now many advertisers put on the Internet ads like "Blind riding blind Elephant", did not seriously study the Internet, but follow the bandwagon, since everyone in the Internet advertising, I also cast it, as to what the site, how the effect, and did not do a good job of advertising monitoring and advertising effect evaluation.

New media, new rules, traditional thinking is no longer applicable, especially Internet advertising, but also a multi-disciplinary interdisciplinary, need pioneering thinking, try to innovate. How to develop the best internet advertising sense of smell? I'll talk about it in the following ways:

The launch of hard advertisement

1, the channel selection of the launch site

Avoid "Home error", the portal site and the industry site home advertising prices most expensive, many advertisers do not understand, only think that advertising should be cast home, in fact, many of the home page traffic is not a site the largest.

The use of Alexa and other Third-party traffic statistics tools to find the proportion of the channel flow, so as to infer the size of the channel flow, and then put ads to the corresponding channel. A well-known it forum a well-known it site, the use of three domain name to do false, entertainment and pornography to hide the flow of three domain name, because Alexa can only observe the level of two domain name, the site on the covert use of entertainment traffic to impersonate commercial traffic, cheat advertisers money. This need to put the Internet advertising people need to continue to learn and observe, have a wealth of internet knowledge, experience to make judgments.

2, the flow of the site to judge

Out of the "Alexa error", in the face of many sites have Alexa cheating in China's internet situation, to determine the flow of a website is not easy. Although there are a variety of third-party traffic statistics: such as Alexa,ac Nelson, Chinarank, but not one of the most authoritative, need to use a combination of several tools to judge. Through a long period of observation of the Internet industry, in view of Alexa recent several cheating events exposed numerous cheating websites, put on the Internet advertising should be more cautious.

Can also through the community to respond to the quality, quantity as a basis for the determination of the site traffic.

3, select the effective audience centralized personal website

Effective audience refers to all the audiences in the Internet, those who are more concerned about their own advertising appeal and sensitive people. For example, beauty site, then sell cosmetics advertising effect is better, if it is the mother and child Forum, then sell the milk powder advertising is more appropriate; on the site of book reviews, visitors are mostly scholars, so the book ads is the most appropriate.

The personal website CPM is extremely cheap, the effective audience centralism personal website advertisement value is grossly underestimated, puts on these personal website advertisement absolute value. It takes a lot of time and effort to select a personal site that is suitable for advertisers.

4, the use of appropriate advertising language

Different advertising language will produce different advertising effect, this is very familiar with traditional advertising, here is not much to say.

5, pay attention to search engine advertising

Search engine advertising should be the most effective, cost-effective and relatively the highest advertising carrier. Through the search, different interests, different consumer behavior of the user to distinguish, so as to search out the most interesting content and advertising users. Baidu and Google Alliance, according to the relevance of the Web page to show the relevant products of the ads, so the effect is better. So Baidu's share price can be 300 U.S. dollars, Google's share price can be 700 U.S. dollars, advertisers increasingly agree with accurate pipeline ads.

6, reasonable use of third-party statistical tools to carry out effective advertising monitoring

The most important thing is to do advertising monitoring and feedback work. The use of Third-party monitoring and statistical system, query the effectiveness and flow of advertising, advertising effect feedback.

Second, soft advertising

1, blog Marketing

As a new way of communication, blog has made great progress in recent years. At present, Sina, Tencent Traffic is the largest blog channel. Ingredients's Word-of-mouth communication is one of the most effective ways of marketing. Sina, Bola, Feedsky in the blog marketing attempt.

The extension of blog marketing: Podcast marketing, such as ku6,56 podcast partitioning.

Blog marketing is currently applied to some enterprises: Wuliangye group, Fox, Changhong, Cool news and so on.

2. Community Marketing:

In China, 43.2% of netizens often use BBS, which means that as many as 60 million Internet users are frequent visitors to the Major BBS, under the impetus of this force, BBS application has been deeply rooted. The participation of BBS is basically one of the main purposes of Internet users in China. BBS has become the basic application of Internet. Qihoo, Tianya, the banner is currently doing the attempt.

Community marketing in the current application of some enterprises: BMW, Mengniu, Changhong, Samsung and other

3, posting contest:

Enterprises through the posting contest, in many BBS advertising. Although there is a certain advertising role, but there is such a situation: 1, posts may be deleted by the administrator. 2, in a large number of posts will lead to the attention of potential users? 3, consumers of ubiquitous advertising has been to avoid the rebellious mentality, the overwhelming advertising can get the brain platinum advertising bombing effect? At present, there are pig, K68, mission China, such as Granville Guest website in this attempt.

4, Network reputation:

Network in the previous period of time from the Haier Company's information, "Network Management propulsion platform file", the rules and regulations have dozens of of Haier around the network administrator regulations, including a variety of Haier on the negative article on Haier shielding, operation methods and strategies are clear, for good managers there are additional bonuses. Austrian company's network PR: through a large team of full-time and part-time people in influential sites to post and post, to achieve the purpose of advertising advertisers, and sometimes also used to combat competitors.

Whether a black cat or a white cat, catching a mouse is a good cat. Only through the practice of testing, in order to get the most valuable internet advertising channel, is really the most effective actual combat-type marketing.

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