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said advertising is a science and an art, not too much. However, whether the advertising is effective, there are often disputes between advertisers and advertising agencies. The award-winning ads do not bring the corresponding sales of advertisers, the case is not uncommon, at the advertising awards ceremony on the occasion can be seen this kind of breeding advertising celebrities.
advertisers often think their role is to "deal with the Consumer communication section", so the rest of the package is good (such as product rotten, the price is not moving, or at the beginning of the advertisers will set the wrong sales target), not advertisers can master.
however, "according to the actual effect of advertising to pay" The voice has not interrupted, advertisers do not want to spend money customers did not come in. This call was most evident in the initial stage of Internet advertising in 1999, because the network was the first mass media to directly monitor the behavior of consumer advertising. Network advertising salesman is very hard, must convince The advertiser according to the banner advertisement is displayed the number of times (impression) billing, but not the ad was clicked (click) the number of times. Over the years, Internet banner ads clicked below 0.1%.
Search Keyword advertising mode open
Network banner Ads Low point selection rate only indicates that in the era of information explosion, consumers of the message of the fatigue, is not divided into media. Just because the network can be directly to the click Data statistics, so it looks more shocking. In difficult times, however, advertising will find its way out. By the rapid development of the search engine of the key words ads, because in line with the needs of consumers and significant results, did not expect this kind of effect valuation (every click on the advertisement to pay a one-time money) model, the same large advertising owners welcome.
when you use a keyword to search the search engine, the ads associated with this word are brought out together with the search results. Because the precise hit consumer needs, the advertisement hits the 5% easily to take off, lets already almost to the banner advertisement 0.1% Ultra low clicks the desperation advertisement main shout incredibly.
According to the latest published report, the network advertising market compared to the same period last year 26% growth, and keyword advertising revenue accounted for the overall market 40%. Obviously, advertisers pay for this model. In fact, as early as a few years ago, keyword advertising has accounted for the entire network advertising market revenue of 40%, while the traditional banner ads remain unchanged in 20%. Although the overall revenue growth of network advertising, but the proportion of the overall market revenue of various types, seems to have gradually fixed phenomenon.
Advertising Creative
looks like keyword ads are the customer needs that advertisers have to face. However, the people who have bought the keyword ads are very clear, search engine in order to take into account the user's search accuracy, the description of the keyword advertising requirements must be tiled directly, not exaggerated rendering. For example, in the advertisement write "National biggest digital camera website" Such words, unless there is a fair unit to prove that you are the largest in the country, otherwise it is not allowed. The "Cheapest digital camera" is the same.
keyword ads can be said to be the most frugal form of advertising. Pay attention to the copy on the ad, only the remaining "the company offers a variety of digital cameras and maintenance services" and "a Car Owners Club website to provide all kinds of travel information" and so the lack of enthusiastic description.
this way accounted for 40% of the network advertising market, advertising creative nowhere to fall, and the relevant copywriter can go to jump. Of course, occasionally there will be alternative creative vitality. I have seen a large printer manufacturer to buy a "digital camera" keyword, the text title reads "Buy a printer to send digital camera."
ads should not be more than money games
If you want to buy a "digital camera" keyword, you must bid on the word. The price is the amount you have to pay for every time a user clicks on an ad. Want to buy this word of a lot of vendors, how to determine the order of advertising is displayed? The highest bidder is in the front row.
This causes everyone to rob the front of the grand pomp, some key words even hit a click Advertiser will have to pay a few yuan RMB level. However, advertising should not be more than the game to see who more money, not to mention, this kind of advertising benefits brought about by a huge advertising investment after the allocation, the average effect is not necessarily a satisfactory.
In fact, some smart advertisers know how to avoid the high cost of grabbing popular keywords. For example, the word "digital camera" is very expensive because of the bidders, so buy the two keywords "SONY digital camera" and "Fuji Digit Camera". Because there are fewer bidders, they can be ranked in front of the lower unit price. This is better than the chicken mouth is not for the cow after the truth. And more advertisers began to adjust the direction of capital, mining more effective new advertising products.
Advertisers, websites and netizens win
Now, keyword ads are still in the pure text era, creative space is indeed less than other forms of online advertising, and for consumers, the visual experience is also more prone to fatigue. So, is there a better way to change the status of keyword ads? To make it more popular?
It is gratifying to note that at present a new trigger-type inner text ads will rise in 2007 in the entire Internet, it is undoubtedly in the keyword ads on the basis of a major progress. This is a mouse trigger keyword to trigger the rich media effect of the form of advertising, based on the real-time analysis of the Web page in the text technology will be specific keywords automatically labeled, and match the appropriate advertising content. When the reader browses the webpage, moves the mouse to the keyword, the advertisement displays automatically, accurately will the advertisement, the content, the consumer perfectly unifies, the user may also direct hits the advertisement, the first time links to the corresponding website. The keyword ads can be posted on tens of thousands of websites, and service providers will provide all kinds of affiliate sites as base stations.
article most of the time netizens read news articles. These articles are the most advantageous and the largest advertising placement. Triggered in the text ads can be placed into the consumer reading of the article, through the mouse to trigger a moderate display, will not hinder users to read the offensive, but can timely grasp the consumer's eyes the most focused place. This advertising effect is what advertisers want to see, and the clear mode of Pay-per-click ensures the clarity of advertising.
This kind of advertisement needs a lot of websites as the alliance, which is the pros and cons of the site? Technically, the trigger-text ads in all pages are loaded after the completion of the display, will not slow down the site speed, and the appropriate trigger ads to join, can make the content of the site article more. And every article in the Web page contains unlimited business opportunities, through the article keyword, advertising coverage will be unlimited growth, from the site can be guaranteed in the speed of the premise, no need to worry about maintenance, more easily profitable.
with the spread of advertising, it also attracted netizens disgust, but this trigger-type advertising on the one hand can effectively stimulate the consumer's purchase awareness, on the other hand, the user's network experience, become a big bright spot.
at present, several internet companies have started to develop and formally launch this product. 07 The latest investment in the industry of the new interactive international companies related products-the text of the advertisement has officially entered the promotion period. The company senior told the author, this kind of advertisement is displayed or is clicked, the enterprise only then pays the corresponding advertisement expense, does not have the effect, does not pay. Very adapt to the enterprise "brand Marketing", "Product release", "Activity trailer" and other related advertising, and actively interact with the site visitors. We also believe that such a advertisers, web sites, netizens win the three-party products will have a broad future.
