Several ways to popularize commercial websites

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Today we'll take a look at several ways to promote commercial Web sites (web ads)

Some basic knowledge about network advertising here is not said, we are interested can go to the online search. Hui Jian here will talk about how to choose the commercial web site advertising, to achieve the right goal.

The network advertisement occupies the position in the commercial website promotion to be very important, the commercial website needs to promote, the most basic starting point is to do the network advertisement. Through the network advertising to achieve the site to increase user goals. The general process of online advertising is to enable netizens to visit the Web site first through advertising, so as to bring the page browsing volume, in this browsing process, so that users to use the site to provide services (such as information, etc.). Hui Jian here please think about three questions:

First question, what are the features of your business website?

The second question, do you do online advertising can bring the right netizens?

The third question is, do you do online advertising can have the right cost?

In order to answer these three questions, Hui Jian thought this way:

To answer the first question, we need to think about some of the features of the site.

To answer the second question, we have to think about the way to put online advertising, that is, putting online advertising there.

To answer the third question, we have to think about the launch of the network advertising cost-effective and combination of problems to achieve cost-effective optimization.

On the characteristics of their own website, we should pay attention to the analysis of such a few points, the first is the site is regional or national, which determines the area you do network advertising; The second site is comprehensive or professional, this determines the Web site you do the choice of ads; The third website is the information class or the interactive class, This determines what kind of culture you are going to use to push your site. Also pay attention to the site there is no other particularity.

Network advertising in accordance with the form of the sword into the active and passive advertising, the active type includes the pop-up advertisement, the passive includes the text link advertisement, the picture advertisement, the animation advertisement, the video advertisement and so on several kinds, the active advertisement is passively lets the netizen accept, as long as the Netizen opens the corresponding page, the advertisement will appear, automatically jumps to the related website. Passive advertising must allow netizens to actively click on the ad link to open the corresponding advertising page. The advantage of active advertising is high efficiency, can be in a very short time a large number of promotional browsing, the disadvantage is easy to cause netizens disgust, most of the time even open web users will not be careful browsing. Passive advertising is the use of advertising on the site to provide information on the ads to stimulate his curiosity, prompting his click ads. The advantage is that the netizen is easy to accept, the pertinence is strong, the disadvantage is inefficient, not easy to bring a high browsing rate in short time.

At present, there are three kinds of online advertising pricing methods, one is based on the number of advertising display CPM (thousand people Cost) valuation method, the other is based on the effect of advertising on the CPC (per click Cost) or CPA (cost per action), and the third is according to "each month (days, weeks, etc.) is the amount of money" to charge. For these three kinds of ads, the first and third are based on the value of the published advertising site to judge, that is, "My site to show you how many times," as to the main advertising site to bring the number of browsing is another thing. The content of the advertisement and the form of publication are very important at this time. Different advertising content may bring about a difference. According to the CPM fee, customers can be guaranteed to pay and the number of visitors directly linked. For example, today you have 10000 people visit, tomorrow only 5000 people visit, it does not matter, because the number of visitors charged.

Because different publishing sites have different community attributes of netizens, such as some sites are like sports, some like music, different areas of the site to visit netizens also have regional. If your website is for Shanghai netizens, the result you run to Beijing's website to advertise, the effect must be a mess.

We know that business websites are rich, but we can't burn money without principles. In this way, an input-output cost must be considered. Hui Jian put forward a three principle

Principle One: Publish the site to choose the right site.

Principle two: The form of release to choose the right form.

Principle three: Choose the right combination on the price of the issue.

Let's take a look at some of the existing ways of publishing online advertising

1) Baidu keyword search (promotion) Ads: Features are more clicks, in the general use of primary users in China more. The disadvantage is that cheating is bad, the statistics is more false. And if you do not do his advertising is likely to be Baidu from the search results, in order to eliminate the general commercial Web site recommendations or appropriate delivery, but do not recommend too much, because that cost too much.

2 Google keyword search (promotion) Ads: characterized by good accuracy, more real, in the professional netizens use more, the disadvantage is the use of relatively few netizens, but input and output is still very cost-effective.

3 Advertising Alliance Advertising: can choose a large degree of freedom, cost is also low, cost-effective, but the correlation is generally not too high. More suitable for information-type commercial website propaganda. Hui Jian suggested this piece of investment generally around One-third.

4 Traffic Union advertisement: The price is very low, more suitable for the information type website. However, the pop-up site can not choose, easy to mix with bad sites. Suitable for those who are eager to expand their flow of the site, want to have a good seat in the Alexa rankings, but the emblem of the sword in this reminder, one is this kind of advertising is aimless net, and the second is that this kind of advertising can easily lead to Alexa ban. If it is a personal site, may wish to take risks, big deal change domain name.

5 designated Website advertising: targeted, but there is no uniform price standards, see how the release of the talks. The pertinence is also very strong. Suitable for professional and strong website to do promotion. For example: You are in the Webmaster network to sell server hosting services ads.

6 Software Advertising: the use of different information release software for different sites will have very different effects, such as e-commerce sites may have very good results, and for information-type sites are not necessarily. For example, you do a business-to-business Web site, you can easily through such as the Business Express software to the same business-to-business websites classified mass.

7 Mail ads: Low cost, but the premise is to have a good mailing address list, and before you publish, be sure to publish the use of their own mail domain name to do reverse analysis, or your mail will be most of the time when junk mail discarded. But the mail advertisement has one big benefit, is may add the content to be many, the goal pertinence is particularly strong.

8 Communication tools Advertising: such as MSN Mass, QQ mass, etc., the effect has been worse than before, and its release object is difficult to accurately. And many viral marketing tends to provoke resentment and cause business lawsuits.

9 Other ads: such as the real name of the network, these are actually dispensable.

Finally, Hui Jian reminds the advertisement of the network must pay attention to,

First, can not be used to make netizens disgusted with the way, such as viral marketing, although short-term can bring a lot of traffic, but the netizen is in the passive, forced to accept, very easy to cause Internet users disgust, resulting in damage to the site image.

Second, do not take garbage-type advertising, such as plug-in window and no principle of flow exchange, unless the plug-in has a very good pertinence, or your window to bring users to the feelings of virus marketing is the same. However, if your site is based on information, or you are sure that your site has strong enough attractions such as free film and television can not do this to increase efforts.

Third, do not put all the costs in the same way to promote, to choose the right combination of combinations, so that both good results, but also to reduce costs.

This article is mainly about Dotcom station in the network advertising aspects of some of the principles, then will speak Dotcom station in the network PR and traditional dissemination of practice principles. Finally, we will take three articles to analyze the cases under three different kinds of content. In fact, on the Internet advertising issues, there are many details, such as:

How to choose the keyword of search engine (this topic is left behind to talk about the search engine's commercial website is speaking)

How to determine the different types of related sites (this topic is more interesting, such as real estate related sites can actually go to the car information online advertising, etc., left behind to talk about the site link)

How to implement email marketing ads? How to implement software promotion? These topics will be followed by a special article.

Remark: the topic of promotion is very large, and almost one-third of the articles in the whole series are covered. (Zebian Admin01)