In recent years, there has been a high growth in the volume of advertising posted on the Global Network. This is due to the rapid development of the Internet, as well as the increase in the number of its users. Today, there are a wide variety of ad formats. They can be text and graphic, animation and video. However, not only laptop and computer owners can now see advertisements on websites. The reach of the user audience has expanded significantly with the development of the mobile Internet. Advertisements posted on websites are currently quite accessible to users of tablets and smartphones.
SOME BASIC FEATURES OF INTERNET ADVERTISING:
1. Interactivity;
2. The presence of a constantly growing audience;
3. Possibility of selecting a target group of consumers (targeting);
4. Ability to conduct accurate media measurements (powerful analytics).
Interaction refers to user engagement in the advertising process: in this case man does not act as a passive recipient of information (as, for example, in outdoor advertising or television), but can actively interact with it, taking into account personal preferences.
In other words, the user himself chooses the resources and their content, and when he sees relevant commercial offers for himself, he studies them in more detail.
Targeting is directly related to interactivity. This feature allows you to distinguish users from a wide audience only the part that meets the predetermined criteria, and show the advertisement exactly to it. The Internet provides a more accurate focus of the commercial message, up to the interaction with a specific user.
The division of users into target groups is carried out using a questionnaire, counting his visits to certain sites, data in social networks and other methods of collecting information. Age, gender, income, profession, any other personal characteristics are taken into account.
One of the main indicators the effectiveness of advertising for goods and services on the Internet - conversion.
Conversion (CTR) means the ratio of the number of users who performed targeted actions (following a link, registering, submitting an application) to the total number of visitors to a web resource.
TYPES OF INTERNET ADVERTISING
Advertising in social networks - This is a huge target audience for promoting goods and services. This method of promotion is interesting in that the costs for it, in comparison with other types of promotion, are relatively small, sometimes you can even do without costs at all. An ideal material for attracting the attention of social users. networks will serve as an interesting thematic picture with a brief overview of the product or service. Social networks have long gone beyond mere communication. Today they offer many opportunities for promotion your brand and business.
Autosurfing - The mechanism of making money on autosurfing sites is very simple: someone needs visits on the site and someone pays money for it. The advertiser pays special Internet resources that organize visits to the required site. Visits to the site are organized through special software - autosurfing programs. People themselves install an extension in their browsers that broadcasts ads, they get money for watching this ad, but the transition to this ad depends on interest. All you need is to interest the user with your ad.
Advertising on Buks - These are sites that create opportunities for advertising and making money on the Internet on clicks. In short, the work on the books is to view the advertised sites. Advertisers receive traffic (users) on their resources and thereby increase the visit counters. Users, in turn, receive a small reward for this. In general, axle boxes give a real opportunity to earn money without investment to everyone. At the same time, no special knowledge is required for this.
Teaser advertising - Represents graphic pictures of an intriguing nature, with no less intriguing text, which very often fly out on sites with news and postal services, you have seen these more than once. Teaser advertising is well suited for sites selling some kind of sophisticated goods, mass media and various Internet resources.
Banner advertising - Advertising banners are graphic images that, when clicked, a person goes to the advertiser's website. Banners are most relevant for image advertising, because even if the user does not click on the banner, he still has a picture, product name, company logo, etc. in his head.
TIPS FOR BEGINNERS WHEN ORDERING ADVERTISING ON THE INTERNET
1 . Give the customer what he wants. Many companies try to captivate customers with stories about the properties of their product, its super price, which one is the best, etc. However, this advertising principle, as a rule, does not justify the hopes placed on it.
It has already been proven that in order to attract the client's attention, you need to understand what he really wants and then give it to him. What is it actually about?
For example: a girl wants to buy herself a phone in order to create for herself the image of a stylish and wealthy lady. It follows from this that she not so much needs a new phone as a tool to create an image. Here is her need. Thus, she needs to present a phone that will look stylish and expensive. A dual or quad-core processor will be in this phone - not essential.
2. Another important principle is readability at a glance. Advertising should be such that, having cast a quick glance at the banner with the presentation of the product or service, the Internet user, who is already ready to click on the next link, understands the idea of the banner and becomes interested in it.
Of course, you need to be able to make such a banner, but these are the conditions for successful advertising. There is a lot of information on the Internet and users will not linger to read texts that have ordinary headlines or are familiar direct advertising.
3. Don't use intrusive ads. Many users are annoyed by banners that cannot be closed quickly or cannot be done at all. Also, an unpleasant impression is produced by a resource that simply "falls asleep" with advertisements. A common reaction to this approach is a closed site tab.
Therefore, you need to choose a soft promotion style that unobtrusively, but at the same time tempting, will broadcast to the user about the product. However, do not be too invisible when placing ads on a banner or any other medium - in the corner of the screen.
When you start promoting a product or service on the Internet, you should tune in to the process. It is naive to hope to conquer the market within the first week. To achieve a tangible result, money in an advertising company will have to be invested constantly and competently. Then there is a chance that, despite the fierce competition, the product will take a worthy position on the network.
4. Don't copy your competitors. When placing your ads, don't be guided by how others are doing it. Not the fact that they are doing it competently and correctly, but the fact is that you can do better with a little more effort.
The main thing, remember: the height of recklessness is an advertisement of the type "We have opened" (and it does not matter that such an advertisement hangs on three neighboring houses). It is sad to state this, but the share of such advertising does not decrease from year to year, and its effectiveness is reduced to zero.
5. Be mindful of your target audience. An example of an unsuccessful choice of a channel for promotion is advertising products intended for retirees on the Internet. As well as placing advertisements for new highly efficient microprocessor controllers on the forum for housewives. I think it is unnecessary to clarify that the positive result from such advertising is negligible, if not completely absent.
6. Conduct a preliminary analysis of effectiveness. In most cases, entrepreneurs are looking for some way to advertise their goods and services, invest a significant (or even the whole) amount in it, and after a couple of weeks or months all the money is safely flying down the drain. To prevent such an outcome of events, follow a few simple rules.
Never bet on just one type of ad. There are a lot of channels for promotion today, from contextual advertising in search engines and targeted advertising on social networks to outdoor advertising and advertising in mailboxes, from distributing leaflets and flyers on the street to direct advertising in the media or on transport.
It is impossible to know in advance what type of advertising will work in your case, so first try all the advertising methods that are available to you (and are acceptable for your kind of business), investing 10-15% of the total advertising budget in each.
If the result from advertising exceeds the cost of it, this promotion channel has a right to live for you and your business. For such methods of advertising, it is advisable to increase the budget, but not by much - about two times. If it works the second time, it will double, and so on. In any case, you should not sharply increase the budget of the advertising that works well right now, since you cannot be sure that it will be effective tomorrow.