Step-by-Step, teach you to judge the value of online advertising

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When more and more enterprises to increase the budget in the network advertising, when more and more enterprises through the means of network marketing has been rapid development, network advertising has become the majority of enterprises, especially small and medium-sized enterprises the most preferential choice, but the Cobra through a number of cases of research, found that many enterprises network advertising strategy, There are many mistaken ideas in advertising mode and platform selection. So our new stone team will gradually focus on the problem of network advertising, do a series of research, hope that the network marketing of enterprises some help.

How to do a good job of network advertising is a problem involving all aspects, this article only talk about how to judge a network platform advertising value, just because a pregnant woman related products to visit, chat about some network advertising topics, so cobra through the following two Web site step-by-Step analysis, Detailed description of the value of network advertising methods and procedures:

Compare website: Sina net (www.sina.com.cn) Daduzi inoculation Network (www.daduzi.com)
Compare advertising Position: Sina homepage Banner, specific location see figure, three advertisement carousel, Daduzi inoculation network whole station banner, including all content pages.

Compare the advertisement Price: Sina homepage Banner, three advertisement carousel Price is 150,000/day. Daduzi Inoculation Network Whole station, the price is unknown.

Analysis steps:
First, get the real traffic on the website.
Many enterprises can not obtain a network platform for the real traffic, because most of the site will be their real traffic as an absolute confidential data, it is not easy to people, and many sites online not long, are known as million traffic, 100,000 IP, enterprises must not believe that any one site propaganda. I have seen a lot of deceived enterprises, such as a company to do some medicine, listen to the so-called "China x net" propaganda, this site did a monthly subscription, then this site's real traffic how many? Enterprises can not know, will listen to the salesman's boast, and see whether the site is beautiful and other factors.   I estimate this so-called "China x Net" website, real IP will not exceed 50 a day, only look at its world ranking of more than 1 million to know, this enterprise one months with nearly million in this station's homepage advertising, to tell the truth, it is better to find a person to shout two see effect on the street.
Gossip Less, we look at Sina and Daduzi inoculation network of traffic, in the lack of access to a website of the real statistics, there are several cases can probably estimate the flow of this station.
One is to see the world rankings, although the world rankings may not be accurate, but the site to build a longer station, the larger the flow, the higher the ranking, the more accurate data.
Two is to study the source of traffic on this website, in addition to some of the more well-known sites, a lot of web sites rely on search engines, two beer spread, three by advertising, we can use a very short time, the relevant keywords to a website search, you can see whether his traffic is real, whether false. For example, for the Daduzi inoculation network, because it is specifically for pregnant women's website, we can search some search engines in some keywords, see its ranking, coupled with understanding of this keyword daily search volume, it is easy to get the approximate data.
We search for the following two keywords: pregnant women, pregnant, to see them in Baidu, Google, Yahoo three search engine rankings. Why choose these two words? Because these two can be said to be pregnant friends are most likely to search the word, according to Baidu Index we can find, the two words in Baidu Search request about 2000 times a day.
Pregnancy: Baidu ranked third, Google ranked sixth, Yahoo ranked first.
Pregnant woman: Baidu ranked third (naturally ranked second), Google ranked fourth, Yahoo ranked third.
through such a simple search, we will know that the site's traffic is not too little, if not at ease, you can also search for other keywords, such as fetal, maternal health and other related words.

Three is a simple flow query tool, I recommend the use of Webmaster Station flow query, although its results are based on Alexa data through calculation, but after all, there is a certain degree of fairness.
Query Address: http://alexa.chinaz.com/

Two Web site query results are:
Sina: 15000000ip/days, 150000000pv/days.
Daduzi Breeding Network: 13500ip/days, 80000pv/days.
We use this data as the reference data for this analysis, with Sina homepage An advertisement position, contrast Daduzi breeding network whole station advertisement position, to see who is more cost-effective, we assume that advertisers for pregnant women related products manufacturer.

Second, look at the advertising location of the flow.
Because we are using Sina home page and another station of the whole station to compare, so, according to Alexa data analysis, we can see, Sina home page traffic, accounting for the entire Sina net traffic 5%. So. The traffic comparison of two websites is:
150 million/20=750 million pv/days
Daduzi Inoculation network because is the whole station data, the flow is invariable: 80000pv/day.

Third, look at the number of ads displayed, Sina This advertising position for the three advertising carousel form, so the number of ads displayed divided by 3. About 2.5 million/day.
Therefore, two stations of the number of ads show PK results are:
2.5 million to 80,000.

Four, study this advertisement position, may bring the number of clicks.
What are the factors that affect the advertising point-entry ratio? We believe that there are a number of factors that determine the following:
One is that this page points out the number of links, the more the number of links, the average to a link, the likelihood of being clicked less.
Second, the relevance of the visitor and the content of the advertisement, when there is a certain aspect of the needs of visitors, see the more relevant ads, the higher the likelihood of clicking.
The third is the form of advertising, the more obvious the effect, the more attractive, the higher the point of entry ratio.
Because the third factor can almost make no difference, so the previous two factors are compared.

Sina advertising position as the first screen, we can observe the first screen of the chain of the number: Sina revision, the first screen is basically half the position of advertising, chain out the number of about 100.
Daduzi Incubation network because of the total station location, the content page chain number is less, so we have an average of 30 links.
According to the more links, the smaller the number of clicks, estimated two stations of the ratio of points to data, Sina's point of entry ratio, is about to be the Daduzi incubation network point into the ratio of one-third, so two points in the ratio of the number of stations into 800,000:80,000

The second factor that affects the point of entry is relevance, and we can assume that visiting Sina's visitors, every 200 of whom have a pregnant woman, and the Daduzi inoculation network is very targeted, we assume that 50% of the traffic is targeted traffic. So two Web site traffic targeted, Daduzi breeding network will be far ahead of Sina home page.
800,000/200=4000:8 million/2=40000, that is, the point of entry rate is approximately: 1:10
Are you surprised? A portal advertising location may be inferior to a small and medium site? Yes, the data tell us it's true.
V. To judge the flow rate of two locations and the possible conversion rates.
There are many factors affecting the conversion rate, in an excellent website such as Sina, such as the portal advertising, itself is a strength of the display, the integrity of the description, so we need to increase the percentage of the point into the corresponding increase and decrease, give the value of the two ads contrast.
We assume that Sina's point of quality, 10 times times the quality of the Daduzi incubation network, then the value of two advertising locations, from 1:10, it became 1:1.
In other words: if it is a special target for pregnant women or related products manufacturers, in the choice of network advertising platform, the value of these two advertising positions, basically flat.

Six, cost-effective:
Sina as a portal site, this advertising position as the first screen, quoted for 150,000 yuan per day.
Daduzi Breeding network is not a very well-known site, only in the breeding industry has a certain degree of visibility, at the same time because the operating costs are very low, so advertising prices will be very low, to what extent? I estimate it will be at least 100 times times lower.
Summary：
Enterprises in doing online advertising, to carefully select the advertising platform, through the understanding of the flow of the site, research the value of traffic, targeted, possible point into the ratio, possible conversion rate and other methods to determine the value of an advertising position. Serious research, targeted delivery, in order to maximize the effectiveness of advertising. (New Shi team: Cobra)