With the advent of the economic crisis, the sales volume and profits of most corporate products have dropped rapidly, and competition has further intensified. Companies must change their marketing strategies to adapt to the economic environment so that they can continue to survive and develop. Therefore, online marketing can provide enterprises with a series of integrated online marketing such as online promotion and search engine marketing, and build an enterprise online brand throughout the entire process. So how to stand out in such a large network. I think the following points can be for your reference.
(1) Analyze competitor information. First, investigate how competitors position their ads. Not only do you need to understand the relevant information on the competitor's homepage, but also the information on sub-pages. At the same time, don't neglect tracking research on logo ads and text links, sponsors, etc. status and email address and other information. It is also necessary to pay attention to some websites that are not direct competitors but provide interesting advertising models.
(2) Determine the "hot spots" on the website. Put yourself in the shoes of a potential customer and think about it, what is the most attractive thing about your website? How much would you pay for these "hot spots"?
A good way to measure these "hot spots" is to look at the log files to see which pages are getting the most impressions. Most media buyers won't buy website advertising unless you can guarantee a certain number of impressions for how much money you're paying (and surprisingly, many websites don't provide this information).
(3) Decide on your logo advertising standards. Research all possible logo ad sizes/types available on your website. Generally speaking, the most commonly used logo advertising sizes (width In addition, if you don’t want to dazzle the website, using static ads is an ideal solution.
(4) Study the feasibility of the mailing list. Currently, email sponsorship is a popular method in the online advertising industry.
(5) Advertising pricing. Prices should be based on supply and demand. Some technical websites that directly impact the main target audience may cost $100 per CPM for logo advertising, while those with general, non-target audiences may cost as little as $2 per CPM.
Therefore, different websites have great differences in advertising pricing. The main differences are: the environment or industry; website brand awareness; and the practicality of advertising.
Provide customers with relevant advertising information, such as CPC (cost per click) or the actual operating cost of the advertising model. Because the risk is smaller, it is attractive to prospective advertisers. In addition, the pricing models for different types of advertising formats are also very different (for example, differences between text ads, logo ads, and email ads).
(6) Provide advertising packages. Media buyers like sites that display all ads in one place because it can be difficult for advertisers to keep track of all the ad placements on the site. If all advertising forms are concentrated into a package form, it will be very attractive to customers.
(7) Allow third-party advertising services. It is important that the website allows customers to use all of their own third-party advertising services. The most common third-party advertising services are Doubleclick, AdKnowledge, and AdForce.
If you want to get important advertisers, you'd better pay attention to this. However, what I can't understand is that some of the largest websites, such as AOL and Netscape, still do not allow any third-party advertising.
(8) Dispose of unsold advertising space. I saw a statistic that 75% of online advertising space is idle. There are some ways to avoid losing advertising revenue.
You can consider joining advertising information networks. These advertising information networks account for most of your total advertising and sell ads for you every month. Your best bet is to research the ad network extensively and compare them based on the impact on your ad revenue.
Please note: If your website has a relatively small number of visits, it may rarely attract attention. Advertising information networks generally give priority to selling advertising space on "famous websites". If you don't choose the advertising information network, you can also auction ads on media auction websites, such as AdAuction.com and AdOutlet.com. These websites will sell your ads to the highest bidder. If there is remaining ad space, this is a great idea. In a good way.
(9) Pay close attention to tracking/optimization techniques. Most large websites use some kind of ad-cycling software to control all of their advertisers. You need to provide a complete advertising serving system that allows you to upload advertising graphics, set the start and end dates of advertising campaigns, and provide customers with complete reports at the end of the month.
An important feature provided by this technology is the ability to optimize your campaigns. This service distinguishes good websites from bad ones, and the results you achieve to improve your advertising campaigns are easily recognized by users.
Ad serving technology also makes it possible to calculate the cost per impression or per click and also to run rich media ads and track ad results. If you consider online advertising as an important business content, this kind of software is indispensable.
(10) Organize sales force. You need capable salespeople who know both your website and your competitors. You also need online media tools that can help your business. Therefore, it is very important to clearly publish your fee schedule and contact information in a prominent place. Also don’t forget any promotional opportunities offline, including everything from tool boxes to T-shirts and even slogans that salespeople put on bumpers. Listen to potential customers: What kind of advertising are they looking for? Which parts of the website are most interesting to them? What could lead to a purchase? The voice of your customers is the best source of information to expand your advertising sales revenue and can help you develop basic online advertising. Sales strategy.
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