Effect Marketing: The inevitable choice of online tourism marketing

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In the eyes of advertisers, spending money on advertising will always feel unsatisfactory, they know that advertising costs are half wasted, but the problem is not know which half of the waste. The problem that haunts all advertisers is also on the Internet, but the Internet is more capable of minimizing the problem than other media.

Recognize the booking cycle of tourism products

Consumers from the acquisition of brand and product information to produce actual purchase behavior, often there will be a time lag, especially in the tourism products. For example, air tickets, we often talk about booking air tickets rather than buy tickets, because the behavior of the purchase of air tickets is generally in the actual flight time before. Sometimes a passenger can book a few months in advance in order to get a special ticket. If our ads do not appear in front of visitors earlier, they will not be able to impress them when they produce a reservation.

Tourism decision-making is a complex process. When you have a 10-day vacation to start making travel plans, any small factor can affect the content of the plan. You may have seen a scenery on TV and decided to take it as a destination for this trip; You may be on the homepage of the portal to see an airline is doing an anniversary discount, decided to take the airline flight; You may have stumbled across a local hotel's flash ad on the Web page where you looked at the destination information, and then clicked on the past and made a reservation.

All of these travel plans and booking actions are not completed within one hours, which is different from shopping in a shopping mall. Visitors are likely to change their plans at any time before they actually pay the money. If the advertisement can appear in front of them "in time" when the visitor chooses the destination and chooses the flight hotel, the visitor's mouse will "conveniently" click past. Because of the existence of the travel product reservation cycle, we should take this factor into account when we evaluate the effect of advertisement, and can't make the conclusion that the advertisement has no effect hastily.

How to count advertising effects

In the network advertisement will often see some English abbreviations such as CPM, CPC, CPA, CPS, etc., in fact, these are and network advertising effect evaluation methods.

1, CPM by advertising display Billing

CPM (cost per Mille) is billed according to the number of advertising display, the original intention is the costs of one thousand impressions, that is, a media advertising service to 1000 of people. Advertisers choose media by comparing the cost of thousands of media, which reflects the principle of pricing "by the number of displays to the advertising pricing." This kind of pricing idea originates from the traditional advertisement in the pricing idea, in the Internet advertisement also is the advertisement effect appraisal method which appears earlier.

Based on the Internet real-time statistical technology, and benefited from the emergence of many third-party advertising statistics platform, the number of online advertising display can be very accurate statistics, and can be based on user antecedents and characteristics, decide whether to display related ads. CPM is the main advertising form of the current portal site.

The website CPM advertisement depends on the number of "impressions", which is usually understood as the number of times a person's eyes gaze at an ad for a fixed period of time. For example, the unit price of an advertising banner is 1 yuan/cpm words, means that every 1000 times to see this banner of the words will receive 1 yuan. But in fact the current technology does not determine whether the ads are viewed by viewers (everyone has the experience of ignoring certain web ads), so CPM is actually billed as the number of times the ad is displayed.

2, CPC by the ad click Billing

The CPC (cost per click) is billed as an ad click, in which The advertiser pays only for the user clicks on the ad, and no longer pays for the display of the advertisement. This method plus click-through restrictions can enhance the difficulty of cheating, but also the best way to promote Web sites.

There are a lot of advertising sites feel the CPC is not fair, for example, although the viewer did not click, but he has seen the ads, for these see ads do not click on the traffic, the site became a white busy. Many large websites do not accept this form of advertising, but the small and medium sites are all think that the form of advertising is better.

Now the network advertising market is still the buyer's market, so most sites have accepted this form of advertising, and as the search engine PPC ads, the CPC's advertising has been universally recognized.

Google and Baidu all have similar Web publishing alliance advertising forms, when you are in these search engine advertising platform advertising, your ads will not only appear in search results, but also may appear on its partner's website. So we often see "Google-provided ads" on some websites, and that's the way it is.

3, CPM must not be as good as the CPC effect?

Advertising has been seen must have a certain effect, if we do not recognize the effect of advertising display, then the vast majority of traditional advertising should immediately disappear. In fact, television, newspapers and outdoor media are still alive and well, the main advertising of large brand advertisers or in the traditional media, which fully illustrates the role of advertising.

The American Network Publishing Association and ComScore Research show that CPC cannot replace CPM entirely:

-clicks are not omnipotent. 80% of ads clicked from less than 20% of users, indicating that clicking is not as important for advertisers. Show ads affect action. See a brand of display ads 1 weeks later, users of the brand's search volume will increase by more than 50%, see a brand of display ads 1 months later, 30% of netizens will visit the brand website. Show ads to improve website stickiness. See a brand to show the advertising of netizens visit the brand site for about 34 minutes, did not see the display of advertising users visit the average time of 22 minutes, an increase of up to 55%. Display ads can increase the average user's E-commerce spending by 7%. ComScore found that, compared with users who did not see display ads, E-commerce spending grew by 7% on average, with tourism spending up 9% and consumer electronics spending growing by 22%.

4, the CPA According to the advertising Guide behavior billing

The CPA (cost per action), which is billed as an advertising-led action, can be a member registration, a valid questionnaire, or a valid comment. The valuation method of CPA has a certain risk to the website, but if the advertisement is successful, its income may be more than the CPM and the CPC's valuation way. CPA Ads for advertising design is higher, if your advertisers just rely on some simple pictures and advertising language can attract users to click Registration, I am afraid to achieve the goal. So many CPA ads and the award-winning registration, award-winning comments, participate in the investigation of gifts and other activities combined. Advertisers in the advertising budget, in addition to the cost of the CPA, but also to consider for the advertising package which preferential measures and gifts.

For the membership of the hotel and the emphasis on the number of users of the tourism community, CPA is a very good form of advertising. Now a lot of online direct-selling airlines also began to consider CPA, and even willing to give the first time to register tickets for the user A great reward, because the airline is very clear, a registered member once familiar with the online booking process, may be in the future to generate regular booking, this account is worth the money.

5, CPS According to advertising-led sales billing

CPS (cost per Sale) is the advertising-led sales billing, which many advertisers think the most reliable form of advertising. This allows advertisers to pay for ad commissions only after generating actual sales revenue. Many e-commerce sites have adopted CPS's advertising format, such as the recent relatively hot clothing E-commerce site Vancl van Products, because of its product prices and packaging have some advantages, and even large web sites such as Sina can be in accordance with the CPS advertising methods of Accounting, And tens of thousands of small and medium-sized sites are aligned CPS ads flocking.

In theory, CPS is unfair to site owners because they don't know how much they will buy after they click on the ads. But time will soon test everything, and website owners will quickly learn which CPS ads can bring tangible benefits to them through communication. Some airline reservation website also carry out CPS advertisement, but the website main reaction is not very good, because these ticket reservation website does not force the user to book online, many users click the advertisement to choose the telephone contact, this is obviously a kind of loss to the website owner.

6, CPA and CPS need advertisers have a certain technical cooperation

Although we recognize the advertising effect of CPC and CPM, for most small and medium advertisers, they prefer a more explicit CPA and CPS AD. Especially CPS advertising, let a lot of advertisers for the heart. If there is a media to you, you put ads here, do not put a penny upfront, things sold out and then a little commission to us. No advertiser can withstand the temptation to feel that this is the development of a special distributor.

CPS is only counting online sales orders, so if you want to implement CPS ads, the main guarantee is that a fairly high percentage of customers have accepted the online booking method. If the website is paid online, then of course it can immediately count the revenue of the sale. If the user chooses the online booking line to pay, for example the guest has decided the hotel on the website but has chosen the front desk to pay, this needs the website operator to be able to receive the hotel's check-in confirmation, the first time will return the reservation successful confirmation to the system.

Of course, advertisers can be in the process of order confirmation in a variety of ways not to confirm or less. This is a short-term reduction in the number of commissions issued, but the long-term loss of the credibility of the site. CPS advertising effect is good or bad, but also depends on whether the product itself is attractive enough. If the ad click in the past to see the full price ticket, I am afraid few people will make a reservation. In addition, the booking process is not easy to operate, it will directly affect the transformation of advertising. From the user experience statistics to analyze, not one more step may lose 25% of customers, if the site can not be continuously improved in these areas, CPS can not guarantee a good advertising effect.

How to realize the accurate delivery of tourism advertisement

Tourism advertising to achieve a true sense of precision, must meet the following conditions:

1. Ads appear on relevant websites. It's no wonder that travel ads show better results on travel sites than on a game site. Of course, there will also be potential customers on the gaming site, but it costs a lot of advertising.

2. Ads appear on content-related pages. Even travel sites, not all of the content is related to tourism. For example, a tourism community, users may also open a game in the forum to discuss, such a forum is also not suitable for tourism ads.

3. Advertisements appear in the presence of people who may purchase them. If the airline only provides flights from Shanghai, your ad will not have to appear in front of the visitors in Sichuan because they are unlikely to take your flight.

4. Advertisements appear in the face of human rights that have a potential purchase intention. Everyone has the possibility of traveling, and if you do so, advertising will not need to make any choice. But advertisers advertising in a certain period of time have related goals, such as the promotion of ticket booking, improve the number of registered members. Once this goal is clear, make the relevant advertising content, put on the corresponding website.

5. Advertisements appear at the right time. We see a lot of railway stations on the site have some tickets booking ads, because tourists may not buy the right train tickets, this time it is possible to switch to the plane, the advertising is the most suitable timing, the conversion rate is naturally higher.

Precision marketing of Vertical Advertising Alliance

The internet itself is a long tail characteristics of the media, ranked the first few portal-level site total traffic in all the Internet traffic accounted for a small proportion. For advertisers, and the advertising department of a large site directly linked to advertising issues, but want to put the ads to a large number of small and medium web sites, the operation is extremely difficult.

So the advertising alliance should be born. The so-called Advertising Alliance, also known as the Alliance Marketing (affiliate MARKETING) or affiliate marketing, usually refers to network Alliance Marketing, is a marketing effect of the network marketing method paid. Advertisers through the Alliance platform, the ads published to join the Federation of a large number of site owners to achieve marketing purposes, and through the Alliance platform to the owner to pay the corresponding advertising costs. Advertisers through the Alliance marketing channels produced a certain effect (such as effective access, user registration volume, actual sales, etc.), only need to the Alliance platform and join the Federation of the site to pay advertising costs. Alliance Marketing is the quantifiable marketing that has the effect to have the expense, therefore the Alliance marketing has been regarded as the most effective low cost, the low risk network marketing pattern.

Some large tourism websites have set up their own website alliances, such as art dragons and happy E-lines. The advantage of building a website alliance is that you can count and analyze the relevant data according to your own needs, and have a direct grasp of the information and information of the Affiliate website. The disadvantage is because the entire league only own an advertisement, the content and form of advertising is relatively single, can not meet the needs of the site's main launch. Therefore, the reservation site of the self-built website Alliance number of members are not many, especially the active Alliance site less, most of the main site registered to look at, and some also put a period of time, but no income soon stopped.

There are some booking sites through a number of large advertising alliances to launch, such as Ctrip, Art Dragon, happy e-line, etc. through the collar Kurt, billion issued advertising alliance ads. This type of AD League membership site up to tens of thousands of, the overall flow is very large. However, the number of tourism sites, site owners are more willing to choose those who are more likely to form the transformation of the network game, the registration category of ads to launch. It is understood that these travel booking websites through the Integrated Advertising Alliance to put the CPS advertising still has a certain income, but far from reaching expectations.

Site owners are very realistic, they only choose to put ads that will bring the most revenue. In the case of similar returns, it will only consider these ad times and the style of the site close.

The Vertical advertising alliance in the tourism industry has better satisfied the demand of the advertisers ' precise delivery. For example, the new online Tourism Advertising Alliance, only to accept travel-related sites to become the site owner, and all of its advertisers are also from the tourism-related industries. There is a tourist advertising alliance on the Alliance site are strictly audit, advertisers can also be published on the platform to decide on what kind of web site, and even can conduct a second round of audit. That is to say, if a website wants to publish an advertiser's ad, it needs to be approved by The Advertiser. Strict audit Although reduced the number of league sites, but highly relevant sites can protect advertisers to the value of the object.

How to make measurable advertising plans

CPS is essentially a form of advertising that leads to the purchase of ads that advertisers should want to bring in more direct orders. I once and some advertisers to communicate when found a strange phenomenon, they put CPS ads as a tool to save advertising costs. For example, they originally put the CPC advertising one months have 10000 yuan of expenditure, now change to the CPS only need to spend 8000 yuan, feel very good control of the advertising budget. But for advertising to pay for results, the control of the budget is not an end, improve the effect, improve sales is the goal. We assume an extreme situation where all sales of a ticket booking site are obtained through advertising, and this site has no non-online sales.

The first is a pure CPC, one months to put 10,000 yuan in the CPC ads, the result of this month's sales revenue is 500,000 yuan. This can be translated into the CPC, every 1 yuan advertising brought 50 yuan sales revenue.

The second is a pure CPS, one months to put 8000 yuan CPS ads, the result of this month's sales revenue is 400,000 yuan. This can be converted into a CPS, not 1 yuan advertising industry brought 50 yuan sales revenue.

The return on investment in both ways is the same, the second month's total is less than 1000 yuan, but also led to a decrease in total income. Therefore, it is not simple to understand that CPS's ROI is certainly higher than the CPC. However, most of the statistical results of advertising will prove that CPS's return on investment is indeed higher than the CPC. In the above example, it is possible that the 10,000-yuan CPC will bring in online revenue of $300,000, while the 8,000-yuan CPS brings sales revenue of 500,000 yuan.

But the above example is to assume that all sales are from the extreme situation of the site, and in fact, that is, portable art dragon such a relatively mature online booking site, the proportion of direct online booking is only about 30%. In other words, the 10,000-dollar CPC advertisement brought in 300,000 yuan of online orders, but may also bring another 700,000 of the line orders, such as through the call center booking.

What the advertisers can't decide is that they don't know how many online bookings the CPC ads bring. In fact, this problem can be achieved through the establishment of advertising programs, and statistics of the effectiveness of advertising programs to draw conclusions.

First, identify a marketing theme, such as summer ticket promotions. Of course, in order to get better marketing results, you can come up with some special price advantage of the flight ticket, or to engage a two adults with a child child of the head of the promotional activities.

Then, set up a statistical code for the marketing topic and set up a promotional code that can be confirmed on the phone. On your site to play a promotional code on the settlement when the cost of 5 yuan, so the vast majority of users will be willing to call the sale of this. In addition, you can even set up an independent contact phone, more accurate statistics on the effectiveness of the advertising program.

Of course you still do not have accurate statistics, but such statistics are enough to make you judge the effectiveness of the advertising program. If the effect is not good, need to adjust the advertising plan immediately or even stop the launch;

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