This article analyzes the interconnection between advertising alliances and personal website profitability from 9 perspectives.
1. Where does the money come from and who is paying for your website?
Although advertising alliances pay real money to individual webmasters, they are not the real bread and butter of individual websites. Behind the scenes, those who pay for the website are those companies and merchants who hope to expand the market through the Internet. They are willing to pay advertising fees to find potential customers for their products and services. This kind of business behavior belongs to website promotion and is also part of the corporate marketing strategy. The advertising alliance acts as a cooperation channel, uniting extremely scattered personal websites and accurately targeting users through classified ads, thereby providing a source of customers for the enterprise. When a website user clicks on an online advertisement, it is equivalent to pushing the user to the company's services. Large enterprises like to place advertisements directly on portal websites, thereby omitting the intermediate step of advertising agencies; of course, they also value the user groups in the hands of the vast number of personal websites. Therefore, when companies pay for their personal websites, they are actually paying for their own market development.
2. Why is a personal website valuable? Why can traffic be converted into income?
From the analysis of the first point, we can see that potential customers are the favorites of enterprises. They don't care about the information on your personal website. They only care about whether your users are the potential customers they want to find. The large number of netizens held by personal websites is the most valuable resource. These users can be divided into various demand groups, including potential customers that companies are looking for.
The information content on the website is also based on the needs of netizens. Personal websites produce or organize information that users are interested in, thereby reaching a large number of users and making their websites valuable. So it is not difficult to understand why webmasters are very concerned about what keywords can attract a large number of users, because popular information often means popular needs. A personal website provides suitable content, and SEO helps to better feedback content information to users, so it can attract many netizens, and these netizens come to your personal website to browse the content, forming the number of independent IPs and page views. (PageView, referred to as PV). The larger the number of PV and IP, the more users you have.
Users who are interested in your website may browse some other pages after reading the pages searched by the search engine. Therefore, we divide the PV by the IP value (that is, the average number of pages viewed by each visitor) as a reference for whether a website provides suitable content, or provides an important indicator of content that interests users.
When the personal website has users, the enterprise is looking for users. So the two hit it off through the advertising alliance, the webmaster got money, the company got users, and this is how a win-win cooperation came about.
3. What affects your advertising price?
After forming such a profitable cooperation, the price situation must also be considered, that is, how the interests of personal websites in this cooperation should be distributed.
First of all, the advertising alliance provides such an integrated channel and must charge a certain percentage of commission, and the company negotiates directly with the advertising alliance, so the adjustment of advertising prices by the advertising alliance is a very important factor. Especially search engines, they themselves provide user traffic to personal websites, so the commissions will be higher. The result is that webmasters get less.
Secondly, different products and services of enterprises have different investment promotion costs. This factor is related to the number of target consumers. If the total investment of the enterprise is simply calculated as the "expected number of consumers" multiplied by the "unit price per click", then if the total investment remains unchanged, the greater the number of clicks, the lower the unit price will be. For example, the number of car consumers is not large but the price of each transaction is very high; the unit price of a flower shop is not high but the number of consumers is huge. So if a car manufacturer and a florist both invest the same $100,000, the unit price of car products will be higher than that of flower products.
Third, the relevance and quality of website content is also a very important factor. In other words, how many users of personal websites are the customers that companies are looking for? Your website content attracts corresponding netizens, but these netizens may not necessarily match the advertisements displayed. For example, on a website with mainly male users, it is inappropriate to have advertisements with the theme of beauty and skin care. Men’s demand for beauty and skin care products is far less than that of women. In this way, the users who click on the advertisement are not the users that the company wants, and the company does not need to serve them. Such invalid users pay a high unit price, so the advertising alliance will adjust the unit price of this click user to protect the company from this unfair advertising transaction. Therefore, the relevance of website content also seriously affects the unit price of advertising.
Fourth, there are differences in income levels internationally. Everyone knows that the unit price of English advertising is high, and the unit price of foreign IP is also higher than that in China. In fact, in the final analysis, it is because the consumption level in foreign countries is higher than that in China. For example, if hamburgers are also advertised, people will think it is very cheap if they are priced at 1 US dollar abroad, but when it is converted to 8 yuan in China, not everyone can accept it. Similarly, an enterprise spends advertising costs of {GetProperty(Content)} for customers in exchange for a customer who is only willing to spend {GetProperty(Content)}.5. This result is obviously not what the enterprise wants, so they will also use it at different times. Regions implement different unit prices. Some webmasters use the practice of injecting Chinese traffic into English advertising pages. This affects the normal effect of corporate advertising and will be punished sooner or later. Because not many Chinese users understand English, most clicks on English ads are ineffective, and companies must pay for these invalid clicks. The advertising alliance will take measures to reduce invalid clicks. The direct result is that the account will be suspended and the cooperation between the webmaster and the alliance will be terminated.
Among these four factors, the only thing individual webmasters can do seems to be to increase the number of users and their relevance. We often say that content is king, which means that only suitable content can attract more users and provide corporate advertising with more user groups with more accurate purchase positioning and higher consumption quality. These factors also explain why traffic becomes the lifeblood of a personal website.
4. The pros, cons and common techniques of personal website advertising fraud
Cheating on personal websites is a challenge to the rules of fair trade, and is only a short-term, high-risk method. Marx said that as long as the profit reaches 300%, countless people will take risks. Therefore, there are not a few individual webmasters who cannot resist the temptation, because there are also many who cheat and lose their jobs. No matter how powerful the cheating techniques are, the fuss still revolves around these three factors: 1. Traffic, 2. Click-through rate, and 3. Unit price. Because these three factors determine all revenue from webmaster advertising.
First of all, cheating traffic has the most traffic methods you can think of, and it is difficult for ad networks to monitor, so it is the most used.
(1) Fool users and seize some popular keywords, but in fact the website does not use these words as the theme, but uses high-priced words as content. This kind of website with irrelevant content is the most hated by users.
(2) Mislead users, use some tempting and provocative sentences to lure users to advertising pages, such as some pornographic propaganda, describing the FixFox browser as an adult browser, deceiving users to download and obtain referral income. The high-paying editor registration cases posted in the forum recently fall into this category.
(3) User looping and amplification are more common in pop-up alliances. A bunch of windows pop up when the window is opened and closed to increase the PV of other websites. However, this PV will not be of much help to clicks, but there is still room for improvement. . .
(4) Deceive users. It is common on download websites that provide the software name and introduction, but do not provide the download address at the end, or the download address jumps back to the homepage of the website.
(5) Using viruses and Trojans to force users' browsers to redirect to their will, it is not possible for everyone to avoid anti-virus software on a large scale.
(6) Directly purchase traffic, but in fact these purchased traffic are also very problematic. No user wants to be pointed to a certain website.
(7) Website group, I don’t want to say too much about this.
Then there’s the cheating of click-through rates. Click-through rate basically doesn’t require much thinking, because the ad network clearly counts your click-through rate. Nowadays, most of them still use the normal method of arranging ad positions to improve clicks, which is also advocated by advertisers. But there were cheating methods in the past, and the simplest ones were automatic clicks by software, which deceived advertising alliances by constantly changing proxy IPs; there were also some who directly purchased traffic and click services for ad clicks to make money. Now that ad networks are smarter than before, these tactics are less effective.
Finally, there is the issue of unit price. As mentioned earlier, the differences between foreign and domestic countries, as well as the differences between different products and services. Many individual webmasters are trying hard to use their brains to eliminate the impact of these differences.
(1) Traffic injection, foreign IP is injected into domestic, Chinese users are injected into English pages, and low-priced word users are injected into high-priced words.
(2) Deceive the advertising program and let it display ads with high-priced words on low-priced pages.
(3) Exchanges and recommendations between websites can also be included in the traffic part.
Another point that must be mentioned is the recommendation of downlines. Recommenders with high downline income naturally have great benefits. In this aspect, except for friends helping each other, other things are more difficult to do. Some webmasters try to help offline users generate traffic, which should also be considered cheating.
No matter how cheating is done, it will break the balance of transactions between the website and the enterprise. Once the balance is lost, it cannot develop for a long time. One day it will be discovered and punished. There is a saying that if you cheat, you will have to pay back sooner or later. If you cheat, you must be mentally prepared to be raped. In addition, the alliance technology is becoming more and more advanced, and the space for cheating to survive is getting smaller and smaller. It is recommended that the majority of webmasters start on the right path, although it is slow, but they live a steady and upright life. Strong players don't cheat, but take advantage of vague rules or loopholes in the terms to skirt around the edges. The more powerful masters will think about the problem from the marketing level and gain both fame and fortune. Personally, I think those who understand marketing are the most terrifying.
5. Embarrassing Advertising Alliance
Before writing this, let me ask a question: Why can’t GGAD be added to portals such as Sina and NetEase? In other words, why don’t Sina and NetEase become customers of the advertising alliance? Because the advertising alliance is always just an intermediary channel. During transactions, in order to save costs, the company and the website will negotiate directly. Large companies have advertising departments, and portals have marketing and sales departments. They can negotiate directly without giving intermediate commissions to advertising alliances. But small website advertising alliances cannot be offended, and it is difficult for you to kick them aside.
The position of advertising alliances sandwiched between enterprises and websites is very embarrassing. The wealthy corporate owners on the left cannot be offended, and the individual webmasters on the right who control the user base cannot be offended either. However, if there are only one or two webmasters, they can still rape them at will. For example, a well-known domestic search engine was recently featured in the news of a well-known TV station and was complained by merchants about bidding fraud; recently a well-known advertising alliance was also sued in court by an individual webmaster. It can be seen that it is very difficult to grasp the appropriateness of an advertising alliance.
Although the middle position is awkward, it does not affect the alliance's ability to make money. With the further growth of the online advertising market, more and more retail investors want to enter this market, and more and more personal websites are starting to go online. Advertising alliances are very necessary as a link among them, and they have good development prospects. So, Google acquired a domestic company. com Advertising Alliance news just came.
6. In addition to advertising alliances, what else can a personal website do?
This article has been emphasizing that the greatest value of personal websites is their users, and no matter how good the website content is, it is for users. A large number of users will have a large number of demands for a variety of products and services. Advertising alliances sell these users to enterprises. If the webmaster has strong business capabilities, he can also directly cooperate with enterprises and avoid advertising alliances, thereby obtaining some monthly or high-priced advertisements. But in fact, personal websites can draw ideas directly from these users. Do you understand what the needs of your users are? What groups are your users mainly composed of? Do they really want XX products?
With the further improvement of online payment methods, it is no longer as difficult to withdraw money from the wallets of these users as before. If it is a professional website, their users can be more targeted. For example, on mobile phone forums, there are naturally people selling mobile phones and mobile phone accessories. The Celebrity Lovers Alliance can also sell celebrity cards, T-shirts, souvenirs and even concert tickets, etc. If it is an industry website such as chemical industry, because the users are professionals in the industry, they can also directly sell materials and products and conduct business transactions.
Of course, advertising alliances do not conflict with these commercial transactions. You can place ads and engage in online and offline trade at the same time. Both advertising revenue and sales revenue. Many of the tasks a webmaster performs in life can be done online. The author recently planned to launch a website promotion plan for a friend’s raw material products.
All roads lead to Rome, and there are many ways to make money. But one thing that never changes is demand and supply. If there is demand in the market, there will be suppliers to meet this demand. If you make efforts for this, you should get the distribution of benefits - make money. So demand is the source of creativity.
7. What SEO/SEM can do for personal website profitability
Search engine optimization (SEO) was not born to cheat to improve rankings and traffic. Its ultimate purpose is to guide the website to self-optimize and promote search engine optimization. SEM guides the cooperation between personal websites and enterprises from the perspective of search engine marketing. The most direct effect of SEO is to improve rankings and attract traffic. SEM solves the problem of how to use the traffic in hand, and the most direct effect is to increase the user conversion rate.
Another function of SEO is to allow individual webmasters to more accurately grasp the needs of users through keyword analysis.
8. The role of SEO/SEM in corporate website promotion
In fact, the difference between personal websites and corporate websites is not very big. Corporate website content also needs to be ranked, and corporate websites also need to be optimized. However, the main businesses and purposes of corporate and individual webmasters are different. Making a website is the main job of an individual webmaster, while the main job of an enterprise is production and sales. Personal websites don’t care much about the type of users, while companies pay more attention to whether users are potential customers.
Search engine optimization is still for promotion. Compared with bidding ranking, this method of improving natural ranking is more affordable and lasting. And SEM has an in-depth discussion on how to convert website users and how to turn users into customers.
9. Integrity is the best behavior when cooperating with advertising alliances
Both black and white cats can catch mice, but white cats look cuter than black cats. Especially in the age of weak kittens, we need to hide our capabilities and bide our time. Small websites cannot compete with ad networks unless these small websites are united. Therefore, being honest to advertising alliances is the best behavior. Integrity is for lasting development until there are more ways to make profits and you have the ability to bargain with advertising alliances. Although there are more choices at that point, there is still no need for us to abandon integrity. The advertising alliance is still providing us with income. Honest cooperation is a lasting win-win solution.
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