Recently, Lao Gao has started recording online marketing tutorials, and is also in the process of organizing and analyzing website advertisements. Today I will briefly explain the strategy of advertising placement. The purpose of our website is simply to make money, so it is necessary to increase our income through more reasonable and effective advertising placement methods. This article only analyzes the types of websites that place affiliate ads. Other profit models such as VIP membership, e-commerce sales of products, etc. are not discussed in this article. As usual, it is still described in the form of a list of questions.
1. Why the click-through rate of forum CPC ads is low
Some friends who run forums may have a deep understanding of this, that is, if Google or Baidu CPC advertisements are placed on the forum, they will find that the click-through rate is extremely low. Although I tried my best, I just couldn't find a suitable way to improve it. In fact, the root cause of this situation is that the form of the forum is relatively fixed. Most of the time, netizens are very familiar with the interface of the forum, and it is clear at a glance which ones are advertisements and which are not advertisements. Because people subconsciously do not like advertisements, so when the Internet treats a forum After becoming more familiar with it, he knew where the advertising spots were and would simply ignore them. This means that the more loyal users of a forum are, the less likely they are to click on ads. From this we can think that the higher the viscosity of a forum, the lower its advertising click-through rate will be (the click-through rate is not the number of clicks).
We think that forums are not very suitable for placing CPC advertisements, but if some friends insist on placing such advertisements on the forum, they can try not to use common templates on the market, such as discuz. The templates of many forums on the Internet are exactly the same, so Netizens are very familiar with the interface, which is not conducive to advertising settings. You can develop a set of templates yourself. In addition, the position and form of advertisements can be changed frequently to make old members feel fresh and have the desire to click on the advertisements. To fundamentally solve this problem, I think forums should not place CPC advertisements. Correspondingly, forums are more suitable for placing guided CPS and CPA advertisements. Through topic guidance, it is easy to guide successfully.
2. Is it better to highlight advertisements deliberately or hide advertisements deliberately?
When placing advertisements, especially CPC advertisements, some people like to set the color and format to be very similar to the main text, while others like to deliberately set the advertisement to a color or form that has a huge contrast with the main text in order to attract attention. Everyone insists on one opinion and cannot agree on one thing. Lao Gao once saw an awesome person who deliberately designed a template that imitated the display format of Google ads. Without careful identification, it was difficult to tell where the website content was and where the advertising content was. I expected that such a template would have a high click-through rate. After reading it, I admired the webmaster's creativity very much. Of course, it is difficult to say whether the click-through rate will be too high and Google will give you a K number. The click-through rate should be increased appropriately, but there is a limit.
The current view is that if the target of the website is ordinary netizens, and the majority of people with low knowledge of the Internet account for the majority, then the choice can be to highlight the advertisement, because they do not have a strong ability to distinguish advertisements and have a relatively strong rejection mentality. weak. If the website is being browsed by old netizens who have a certain level of knowledge, a high level of acceptance of the Internet, and have been online for a long time, the ads will be hidden as much as possible. Because they have stronger immunity to advertising. Only by making it as hard as possible for them to distinguish is it possible to click.
3. What are the main factors that influence netizens to click on ads?
When a netizen opens a website, there must be a reason. Is it a click from a search engine, or is he dependent on a certain website and inputting the URL directly? Different origins determine different purposes. Clicking on your ad will also look different. Judging from the sample survey, the vast majority of CPC ads on Baidu or Google are clicked on unconsciously or "mistakenly". Unless it is a professional site in a certain industry, because the audience is relatively unique, the accurately matched ads may also be Viewers are looking for information, so there may be more active clicks at this time. This is exactly what many webmasters say, why industry websites have high unit prices and high click-through rates.
Therefore, most of the time, netizens click on ads passively. The templates should be designed as beautifully as possible, and the ads should be placed in as reasonable positions as possible. Increase the probability of being clicked. To put it bluntly, we work hard on SEO and content, all with the purpose of pushing the page to netizens and hoping that they will click on our ads. Therefore, appropriate prominence and priority placement of advertisements is understandable and worthy of encouragement.
4. Should we guide or even mislead netizens to click on ads?
From an advertiser's point of view, they definitely don't want their ads to be consumed by unwarranted clicks, but there is no doubt that everything is in compliance with the 28/20 principle. 80% of the advertising fees are clicked by mistake, and the other 20% bring in effective users, which is enough. Only by increasing the click-through rate of advertisements and allowing webmasters to continue operating will more websites help advertisers promote their products. Otherwise, if the webmaster cannot continue to operate, eventually the advertisers' ads will have nowhere to display. This is a matter of ecological balance. I personally recommend doing some guided clicks appropriately, but not excessively. The most annoying thing is some download sites. For those of us who have been on the Internet all year round, we often find the download link after searching for a long time. They are all download advertising links for some plug-ins.
Let me tell you an example here. I have a friend (a girl, not very good at computers). Once she said her computer was too slow and asked Lao Gao to help her clean up her computer. When I opened her computer, I couldn't laugh or cry. Why? Because her computer can be called an Internet plug-in exhibition hall, her computer has all the commonly used plug-ins that can be seen online. When I asked what was going on, she said innocently that she didn't know why she had these things when she usually downloaded mobile novels. This "don't know" actually means being induced to download the plug-in without knowing it at all. Regarding this situation, I think it is understandable to do something appropriate, but the entire download page is full of inducing download links, which is a bit unreasonable. It can be induced, but there must be a limit. This is my point of view.
5. Where are the best places to place advertisements?
Judging from current statistics, the places suitable for placing advertisements are mainly at the top of the website, usually the upper banner advertisement of the navigation bar, and another position is the rectangular advertisement in the text. The click-through rate of these two positions is relatively high. Another location where ads are easily induced to be clicked is at the pagination. That is, when you need to click on the next page to browse the content, ads in this location are also more likely to be clicked. Another tip is that many times you will find that ads placed on the right have a higher click-through rate than ads on the left. This is true statistically, but the reasons are still unknown.
6. What type of advertising should be chosen?
There are many forms of advertising on the market, such as CPC, CPA, CPS, various pop-ups, and even sexual temptations. Sometimes when a website is opened, countless pop-ups will make the viewer desperate, so the configuration is lower. Computers may be crashed, which is really frustrating. This happens mostly at movie sites and novel sites. The user experience is extremely poor, but because it provides some information or services that viewers urgently need, viewers have to endure the torture of pop-up windows. Take movies for example. When netizens are looking for a movie they want to watch on a movie website, they will reluctantly accept the pop-up window. It can be said that it is forced, but they are very disgusting from the heart.
Therefore, when choosing ads, try not to choose pop-up ads if possible. As for other types of ads such as CPC and CPS, there is essentially no big difference. Just choose one or two. While making money, you should also respect your users appropriately.
7. What are the factors for successful CPS and CPA advertising guidance?
What are the key factors for success in guided advertising? The most important thing is that the page must be beautiful, the content must be credible, and the written copy must be provocative and seductive. Take Taobao as an example. Generally speaking, those Taobao single-page websites are very beautiful, and the content is very attractive from top to bottom, guiding viewers to click on the corresponding links involuntarily, so the general copywriting should be Tell viewers how these products are different from other products? What benefits can it bring to users? From this point, most people should understand why the Taobao website has many various rankings. Such rankings subconsciously tell viewers that these products are the best in the industry. If you want to buy, these are Best choice. Under this psychological suggestion, as long as a netizen has a need to buy these products, he will definitely continue to follow the prompts. Therefore, the core elements of guidance advertising are: creating temptation and providing viewers with psychological hints to continue.
8. How to match the number and type of advertisements
Some people say that if you see a website full of colorful, floating, banner, and dazzling advertisements, this website must be written by a Chinese webmaster. In fact, this is exactly the case. Advertisements flying all over the place are a characteristic of small and medium-sized websites. There are many more advertisements than text. It can be said that you are looking for the text in the pile of advertisements. Some people think that the more ads are placed, the higher the probability of being clicked. Naturally, the more the better. In fact, this is not the case. When there are too many advertisements to a certain extent, netizens will resist them, which will lead to extremely low click-through rates. This is also the principle that when things go to extremes, they must be reversed.
Generally speaking, there should be no more than three ads of the same type on a page. For example, place a Baidu theme and two Google ads. CPC ads are enough. Do not place more ads of the same type. In the same way, don’t put too many advertisements like banners or small rectangles. In short, the standard is no more than three of the same type. The total number of advertising spaces on the entire page should not exceed ten.
9. How to choose an advertising alliance
There are so many advertising alliances nowadays. Many individuals or small companies just buy a program and modify it casually to become an advertising alliance. Their integrity is worrying. As for deductions and running away halfway, there are not a few. Some time ago, I saw a famous alliance suddenly closed down. It was very unbelievable. This is the famous Linrun Alliance, which is most famous for its pop-up advertisements. Somehow, it died while it was still doing it. Now it has even given up its domain name. So it's really hard to choose a credible alliance these days. In addition to Baidu, Google, Taobao and the like, I personally recommend first looking at the reviews on the market and the operating time. The longer the operating time, the higher the reputation evaluation can be considered. As for the new alliances, if you are not fully sure or Based on this, it is better not to use yourself as a guinea pig. Market evaluation and operating time are the basis for evaluation. At the same time, there is no need to choose too many alliances, just focus on a few.
This article is provided by Baimei.com@gaoliangjiu. You are welcome to reprint or communicate with me.
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