Notice of launching the advertisement on the portal site

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Large portal is one of the mainstream advertising channels, its advantage is that it can be more stable for the site to transport traffic, the disadvantage is that the conversion rate of the whole type of advertising is low. But here is a suggestion to try the portal ads, after all, the basis of flow, transformation can be optimized by some means. and to improve the purpose of the transformation of advertising, here to organize some of the ads on the portal site to pay attention to:

1, carefully cast hard wide, CPC or CPM to do comparative analysis

It is not said that the hard and wide advertising model is not good, just because now many electric business enterprises to understand the focus of marketing is to pull the flow, cost accounting and conversion estimates are not as the focus of marketing, which led to the portal on the hard wide prices soaring. Up to now, as long as the relatively well-known portal site hard wide prices are let popularity and daunting, so for most enterprises, the portal is hard wide may not be suitable.

And the other two very common patterns of CPC and CPM advertising, we need to do some testing, and then choose the appropriate advertising model. Test needs to focus on 2 data, click the Unit price and Exposure unit price. These two modes do not say which will be better, their effect also by the advertising materials, advertising location and other factors to determine the need for data analysis to judge.

2, the screening of the population to be based on the user's behavior path

Whether the CPC or CPM, want to promote the transformation of advertising, crowd screening is the most important. It is generally recommended to be more accurate and better. Crowd screening is not a simple operation, the real sense of precision screening, not the user's age, gender, interest and other parameters, because these parameters can not be directly defined as whether it will be interested in your ads. and effective crowd screening must be based on the user's behavior path, such as the search on the portal site keyword history, have clicked on ads, have commented on the article, and so on, these actions can really feedback the user for a certain type of products, an advertisement is not interested.

Of course, not any portal site has provided such data to advertisers to do crowd screening, but for advertisers, to provide such a screening method of the portal site is the first choice to put ads.

3, in addition to the front page advertising location to choose a relatively "clean" pages

What you need to know is that the profit of the portal site is mainly advertising, so many portal site ads are very many, not only the home page, almost any one of the pages are hanging a lot of ads, and these too many ads to a large extent to reduce the user's experience value, so want to advertise the effect of a little better, It is important to choose a page with a relatively small ad location.

In addition, the window and the suspension of advertising is the user's most objectionable, the two types of advertising methods do not recommend the choice.

4, to test the number of ads triggered and the ratio of the number of arrivals

We pay to the platform for the cost is in accordance with the advertising trigger (click or Show) paid, and our ads to receive the effect must be the user to reach our website can, and after a test, but also see some portal ads in the number of triggers and the actual arrival number there is a large deviation ( The reason may be that the portal site itself is so much content that it affects the accuracy of their statistical code on data statistics. The most direct effect of such a deviation would be to reduce the ROI of the ad.

So it is necessary to test the number of portal ads to be launched and the number of arrivals, and some portals will filter out invalid clicks, such as users 1 minutes and so on, such as frequent clicks, such filtering mechanism for us is also good.

The above matters of concern by http://www.aidai.com/Love net finishing contributions.