I recently discovered a very interesting idea. You can easily find a lot of articles on the Internet such as "How to increase website traffic" and "How to monetize traffic". It can be seen that many webmaster friends are very concerned about the traffic value of the website. It can be said that traffic determines the lifeline of a website, but few people specifically analyze how to improve the traffic value of their website. In other words: everyone focuses on selling and shouting, and relatively ignores the utilization rate of the audience.
What is the value of traffic? In layman's terms, it means how much RMB the website's IP can bring, that is, the direct income brought by the IP. Its formula is: revenue = traffic * monetization ability per unit of traffic. So in addition to traffic, we also need to focus on another key point: the value of other behaviors caused by browsing, or the ability to monetize traffic. For example, the value of browsing behavior behind e-commerce websites is to directly generate purchases and realize monetization; while the browsing behavior of users in many other website forms such as portals, blogs, forums, SNS, etc. is very complex, with all needs and behaviors. It may happen, then this will be accompanied by the emergence of advertising business, making the audience's behavior simple, that is, watching advertisements. By watching advertisements, users generate potential consumption value for advertisers and attachment value for website owners. At this point, this is also the trick for large and medium-sized websites to monetize their traffic.
It is precisely based on this that the domestic Internet advertising industry is booming. Today, the author will analyze how to effectively increase the "value of other behaviors triggered by browsing" through the analysis of large websites.
As we all know, the main profit point of large portals or community websites is advertising. However, with the advent of the era of precision marketing, advertisers' needs have gradually increased: 1. Advertisers hope that the effectiveness of advertisements can be tracked and evaluated. 2. Advertisers want to place advertisements in a personalized and precise manner, such as by IP region and special groups of people, so as to maximize the advertising effect. Along with these demands, websites must solve these problems reasonably and effectively if they want to maximize the win-win situation for advertisers. The following two points are key measures that large websites are improving and striving to increase the value of traffic:
1. Ability to collect statistics on advertising effectiveness. These data statistics may include analysis of advertising space PV, number of effective users, ad impression volume, daily ad display comparison analysis, etc. In addition to being the most powerful proof of ability for advertisers, this data also reflects the rationality of their own advertising space settings, user usage, and user preferences, which can help websites adjust their advertising settings. And help advertisers place ads appropriately. The most important thing is that this data is the most powerful evidence for analyzing the behavior of users after browsing the web.
2. Support as many targeted delivery needs as possible. This item is very critical and is also the core of whether the website can serve advertisers well. Some advertisers require that their ads only target Beijing users, so they must be exclusive, and IPs from other places will not display ads; some advertisers require that their ads can only be displayed in the evening hours, and they must ensure that ads are placed on the shelves at a scheduled time. and removed from the shelves; some advertisers even require that ads be displayed according to the operating system, because if Win7 is used, it may indicate that they are a group of people who have recently bought books and are fashionable. This general website may not be able to do this. The more such services are supported, the more you will be welcomed by advertisers and can maximize the browsing value of various audiences.
Many friends may not feel anything after reading this. These are all matters of big portals. What does it have to do with me? In fact, what I want to say is that the diversified advertising era has arrived, and any website that needs to make money from advertising must do so. The above two points, and continue to optimize and analyze these two points.
According to the author's observation, with the opening of Baidu platform, many friends in the industry are currently using Baidu Advertising Manager, an advertising management system. A friend of the author who is using Baidu Advertising Manager on a certain portal said that this advertising management system The tool has very distinctive features. It is free to use for life. It is easy to operate and can generate professional advertising effect statistics. The most important thing is that it can also support a variety of targeted delivery. It is said that the details vary according to resolution and browser. I have to admire Baidu’s user experience.
Baidu Ad Manager heralds the arrival of the era of free advertising management systems, which can effectively help partners increase the value of media traffic and achieve sustainable website development. Friends from major websites can take this opportunity to experience the benefits of the new advertising system in the free era and maximize the value of their own websites. I heard that Tiexue.com, Sky Software Station, and Donews are all using it. I think it will be used in the future. Traffic value will increasingly require excellent advertising systems to assist in improving it. After all, it is too difficult to develop such a system with one's own resources and strength. Why not do it if there is a free one.
Author information: Li Ze, a researcher and practitioner of online marketing and promotion, a member of the core team of 28Tweets, a columnist for Donews, a columnist for iResearch, and a web expert. For more information, please visit Li Ze’s Internet Marketing Blog: http://www.yogool.com.cn
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