Creativity, launch and monitoring of internet advertising

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Strictly speaking, the global Internet development time is not more than 8 years, but its leap-type growth rate is a lot of traditional media many times. According to the U.S. Internet advertising agency, in 1995, Internet advertising turnover of only 37 million U.S. dollars, 1997 has reached 900.65 million U.S. dollars, 1998 to increase to 2 billion of dollars. Such a growth rate is the traditional media in 100 years or decades of development in the past unprecedented.

What exactly does internet advertising do?

The first thing to say is that internet advertising is limited. The Internet advertisement layout is very small, the specification is unified, the space of creative development is limited. The internet is unlikely to offer 30-second or 60-second TV commercials, or a half-print ad-rich, good-looking ad content, with a space of at most a small 468x60 pixel. Therefore, the creative production of network advertising, we must find ways to break through the layout restrictions, attract netizens dot glare below are some tips:

The message of the Internet advertisement should be very simple and easy to understand. Strong and clear copy, but more than the production of complex audio-visual effect can attract netizens click; The basic characteristics of the Internet users, TV ads can be a broadcast is a year, and the survival of the network advertising in two weeks, three weeks or so. The longer an ad hangs on a Web page, the lower the click rate. So the exposure rate to a certain extent, you must consider the advertisement to change a form of expression; the gift-type advertising is a more effective form of advertising, will increase the click-through. But we should pay attention to, to provide consumers in addition to the gift information outside the sufficient commodity message, otherwise, even if the click Rate increased, the transmission effect is actually biased;

Online advertising must provide information. For netizens, the banner ad just appeared is fresh and interesting, but as the network operation gradually familiar, banner attraction has dropped, the purpose of Internet users to search for specific sites and special information, rather than spend time point banner, into a page they do not want to enter. Therefore, online advertising does not only sell goods, but also play the role of providing information. To let Internet users have a point into your ads, a worthwhile feeling. Banner Advertising International Standard: No more than 12K, otherwise it will affect the speed of the call. The entire page content is out, but the advertising has not come out, the effect of natural discount.

There are some key points of creative design online advertising. When you have a product or service information into online advertising, you can be published on the internet advertising.

The launch of Internet advertising, more accurate than the general mass media delivery. The most commonly used billing method is based on the number of exposures, your advertisement has been seen how many times, you pay how much advertising fees, each exposure, the computer server will have very accurate records, unlike the television station, in the Golden TV drama time to pay the same money advertising, TV ratings of the high and low, There is a big difference between the cost of putting on average to everyone.

The current global Internet advertising billing standards, this is the way to ensure that the number of advertising exposure, billing units are familiar with the cost per thousand people (CPM), that is, the Internet media to the number of ads per thousand times to quote to advertisers, advertisers can be based on their own market activities and the number of the budget, To determine the number of times the ad needs to be published.

For example, Sina banner quote is the cost of 200 yuan per thousand people, the customer's budget is 10,000 yuan, then we can put on the Sina network how many times advertising? 10,000 yuan divided by 200 yuan per thousand, advertising can have 50,000 times of advertising exposure. Sina must be within a certain period of time, so that the ads can reach 50,000 times exposure.

From another angle to calculate, if the customer feel, a large-scale network promotion activities must have 500,000 people's advertising contact to have effect, then, Sina should guarantee the advertisement exposure 500,000 times, in CPM for 200 yuan situation, advertisers need to prepare 100,000 yuan advertising budget. In other words, we can use CPM billing method, to calculate the amount of exposure to a limited budget, or to make an ad budget after deciding on an ad campaign target, and let the Internet media ensure the exposure of our ads, so that we can make sure that every penny we spend is a sign of advertising.

Because the network advertisement is very accurate, you can according to your advertisement goal to make the launch plan. For example, we this promotion to play well-known, I hope that there are 1 million people in a short period of time to see my ads, then, as long as the selection of large Web portal to browse, according to this number of launch on it. We can choose Sina, Sohu, Chinese Yahoo and other large sites to buy 200,000 times, in some medium-sized sites to buy 100,000 times, basically to achieve high coverage, and quickly achieve the goal of raising visibility.

In the formulation of traditional media advertising program is a point that needs special attention, that is, advertising is not targeted at our target consumers do, otherwise is a huge waste of resources. This principle is also applicable to the network media, even more than traditional media need to apply. The network is a public media. Its classification is much more detailed than the traditional media. We want to help our customers find the target consumer group through the properties of a website, or in a specific unit of a comprehensive web site, such as a particular category in a search engine site.

Let's give some examples below.

Audio-visual products, such as DVDs, Discman ads, not necessarily appear in the Search portal home page, but should appear in the entertainment, Music category search Web pages; We develop a website promotion plan for the hospital, it does not need to appear in the large integrated portal of the main page ad site, It should appear in the Health Medicine Category search navigation page prominent position; Coca-Cola, seven-year-old, the United States, can go to the popular music website to find young groups; Dr. Lun's hidden glasses and care products can be advertised on the university web site, and airlines can go to the travel unit of search engine websites to find netizens who want to go abroad.

Unlike traditional media, Internet media can help advertisers more accurately find the most accurate target consumer groups. Sometimes, advertisers in order to seek visibility and appearance on the image, the general requirements of the site in the home page position, thought that this position flow most, is the most people to see the place, the magazine in such a position can not be wrong. But in fact, on a comprehensive or search engine type of portal site, the homepage of the number of visitors, although many, but it is not possible to really touch your most wanted target consumers.

Take the securities company for example, if the advertisement is published on the homepage of a large portal site, it's true that there are a lot of people out there, but the people who come to this site also include a lot of students who don't have the ability to buy shares, they don't have any real feedback on the securities company's website, or they're not interested in the securities company's ads. Rather than advertising in financial investment or finance news such as the relevant units, although the site is inside the page, but all hit the internet brokers interested netizens.

With the development of Internet technology and application, the form of advertisement is also endless. The current forms of Internet advertising are frequently used:

Banner ads. The usual dimensions are 468*60 pixels, CPM charges, buttons (fixed icon) ads. The usual size is pixel, fixed in a site, with the time billing; Fixed in the Website Information column, in order to put the time billing; floating icon ads. As the page continues to wander, it is easy to attract curious people to click on. The charge is also calculated according to the time of delivery, but it is usually more expensive than the fixed position of the button ads.

e-mail information ads. Currently, this form is rarely used in Chinese-run websites because of policy, but can be sent to subscribers through various web-site electronic magazines or information.

There are also some techniques that are often used to enhance the effectiveness of online advertising: IP address area management. Advertisers in the launch, can use the site's regional directional system, designated its target area users to come to read its banner ads;

Frequency management. Some users surf the internet every time, a breath to see dozens of pages, if there is no limit to the frequency of advertising, a person to see dozens of of the same ads, the harassment is the user, the loss is the advertiser's investment effect. So some websites can use AD management software to set the highest frequency, for example, set each visitor must not more than 5 times to browse the same ads, so as to ensure the minimum number of visitors.

As an integrated media service provider, we have designed online advertising 123 steps for advertisers to facilitate their own planning of internet advertising:

Step 1 set goals and strategies for online advertising

* Identify the target object of the product or service;

* Identify the portal site or interest topic channel that the target audience likes to browse;

* Identify the message to be conveyed by the advertising campaign. For goods or services advertising, we must strengthen the interaction with the user, such as promotional information release, direct communication with users, and so on, interactive projects as far as possible to establish a potential user database function, in order to future database direct marketing. If the existing site does not have this function, you can add a mini-site (page), from the ads directly linked to it.

* Set the number of online ads to determine the number of participants and expected impressions of the target audience to which the ad campaign is to be reached

Develop an online advertising program:

-Selected ads to launch the site

-Lieqing specific page to launch

-Specify the URL address of the page

-Specify the starting and ending time of the launch

-Set the amount of delivery, usually by CPM or impression count

-Specify the pixel size of the advertisement

-Specify the name of the advertisement (because a product may have different advertising performance in one launch)

-List The URL address of the specified URL or Web page that you want to link to

-I'm going to do it myself! (Download the online Media plan template)

Step 2 media purchase and monitoring process

A formal order is issued to the media. Require the other party to issue a monitoring report when placing an order

If you are on more than 5 sites, we recommend that the third party company's advertising delivery software system for your advertising management and monitoring, before the advertising, you need to submit your media schedule to each other, by the other side to send you the code, you then transfer the code to the various web media, so that A unified management and audit of third party companies.

Step 3 Media launch effectiveness evaluation and feedback

The difference between online advertising and traditional media is that its effect can be measured immediately.

Through Third-party monitoring and statistics, you can immediately get the ads in which sites to browse and click Data. Based on this data, you can modify the media plan.

For example, if two of ideas show up on the same site, you can change the number of clicks on the ads, if the same ads in different sites, the rate of clicks on the site, a high rate of sites, more visitors to your products or services interested. Then you will have valuable experience in the next revision of the media plan.