Advertiser: Do you know the idea of stationmaster?

For people like us who are engaged in network marketing, it becomes more and more important to understand the webmaster's view of the whole network advertisement. With the increasing demand of relevance and behavioral advertising, webmaster and network http://www.aliyun.com/zixun/aggregation/38848.html "> Marketers are facing more complex problems than before and of course more opportunities."

Take Google, you can choose a pure search of the ads can also choose Network Alliance ads. and the alliance advertising is divided into CPM, CPC and CPA (ref. 1) three models.

Stationmaster's biggest wealth is their user. To maximize benefits, it can be seen in the short and long term. The reason why I divide the revenue of the site into the short and long term is that some of the ways in which you can bring your flow and revenue in a short time may not be effective for long. Pop-up windows, back-projection ads, messy floating ads, or ad forms hidden in text affect the user experience, making them reluctant to log on to the site again.

As an advertiser, you may not care about the webmaster's ideas. Although you pay for your advertising, you can decide which ads to display, and you can decide whether to use CPM, CPC or CPA business. However, if you can think from the webmaster's perspective, not only for the webmaster benefits, but also to improve your own ROI.

Webmaster concerns

1. The form of advertising.

General marketing ads will use text link ads. After all, the whole process has been very handy for how to write creative ads, how to combine each ad group, and how to know which ads generate higher conversion rates, better quality points, etc. However, the webmaster in addition to the text link ads, may also use the form of graphic advertising, because this mode and the content of the page more matching. Google also offers video ads (click to play) business. If you have resources for video advertising, try it and combine them well with some good websites (say, LinkedIn).

2. Keep it fresh.

Even if you put on the Network alliance does not have the ability to set the number of ads exposure, consider the page views webmaster or want to keep the ads often fresh, form constantly changing. The content of the site also seems to have been updated, although advertisers are the same person. Recently, I've seen more than 20 Expedia ads on a large web site, one style, same word, no change. Visible, whether the advertisers or webmaster are not very concerned about the frequency of the change of advertising.

3. The stickiness of the advertisement.

If you choose the CPC or CPA payment mode, then the webmaster and the ad league will love more sticky ads. So your ad copy has to be concise and appealing. The relevance of the text ads and search ads are not the same, in the content matching degree is not very accurate. Even if the accuracy is improved, it may not be able to catch a certain user's specific needs, because the user is not like he in the search for the purpose of clear. So the best linked ads and the best bidding rankings will certainly be different.

4. Avoid risk.

Although the remuneration of CPA is relatively high, but stationmaster also very clear attendant risk. The deletion of the client cookie, how the advertisement is tracked, and the advertisers deliberately reducing the owner's entitlement to income and so on, make the webmaster inclined to choose the lower-yielding advertising business such as CPC and CPM to pass on the risk that the CPA business may not bring the expected return.

5. To "Profit" webmaster.

If some webmasters are willing to advertise your ads at a lower or the same price, one of the reasons for not having to go through the Ad League is that the alliance will tap 20% to 30%. Another webmaster is willing to establish a direct relationship with advertisers is the reason that the webmaster can reasonably arrange the site ads to different people. If you are a direct advertiser, then make sure that your Ad Server and webmaster are in sync, both CPM and CPC are necessary.

6. The fittest.

Stationmaster chooses Advertisement Alliance, also is according to the rule of survival of the fittest. There is no question of loyalty to them. Therefore, stationmaster will fight for more profit, will seek higher return advertisement alliance. In general, they will mix direct advertising and ad alliances in the site.

As an advertiser, you must know what the stationmaster thinks. Doing so also provides you with enough ammunition to help you continue your campaign into effective marketing campaigns. Remember: The more profitable your marketing campaign is, the more likely it is that the webmaster and the Ad League will put it (or the CPC or even the CPA way).

Note 1: For the links and differences between the CPA, CPC and CPM Services, see: u/kevin_lee/archives/2007/1410.shtml

(Original starting on March 30, 2007; compiling: Lalaice)