Advertising of goods and its types. What types of advertisements are there. Yandex.Direct - contextual advertising on Yandex

Hello dear readers! Alexander Berezhnov, one of the authors of the HiterBober.ru business magazine, is with you.

Today we will talk about such a form of communication as advertising. In the modern world, it surrounds us literally everywhere: on the street, at home on TV, and especially on the Internet.

From the article you will learn:

The history of the emergence and development of advertising;
Types and objectives of advertising;
The modern advertising market, its functions, cost and goals.

This article will help you understand the concept of advertising, consider its features, types and methods of placement, and also reveal the subtleties and features of this phenomenon of the modern market economy.

Separately, I described how to properly organize and plan an advertising campaign and make it commercially effective.

The modern world is hard to imagine without advertising. It accompanies us everywhere: as soon as we turn on the computer, TV or radio, leave the house on the street, go to the supermarket or the Internet, get into transport, and all types of advertising literally fall on our main senses.

For those who work for themselves or are going to do so, as well as for everyone who chooses marketing and advertising as their profession, it is useful to know what advertising is, how it works, what is the history of its occurrence.

1. What is advertising - definition, history of occurrence and development

The word itself is of Latin origin and means "shout, shout." That is, in the linguistic sense of the word, its main essence is already hidden - to communicate and disseminate information about something without the consent of the listener.

Advertising is information disseminated in various ways using various means, addressed to a wide range of people and with the aim of drawing attention to the object of advertising. Advertising maintains interest in the product and ensures its promotion in the market.

Product;
Product manufacturer;
Salesman;
The result of intellectual work;
Event (concert, festival, sports event, games and bets based on risk);
Commercial enterprise.

Advertising is a method of non-personal presentation and promotion of products, services, ideas on behalf of the manufacturer, distributor, seller, intermediary. This is a method of paid distribution of information with a previously known (or hidden) source of funding, as well as a leading link in marketing communications.

It probably originated with the emergence of trade relations between people even before the appearance of money as an equivalent of a commodity. The existence of the concept of advertising in prehistoric times is confirmed, for example, by an Egyptian papyrus found by archaeologists with an advertisement for the sale of a slave.

In even more ancient times, oral advertising probably existed. If there were reliable means of storing information at that time, we would find in advertisements of a verbal nature approximately the same techniques that marketers use today.

Oral advertising was represented by street and market barkers (now they would be called promoters) advertising their product, written advertising was placed on papyrus scrolls, clay and wax tablets, on stones and buildings.

From the course of history, we know that the exchange of goods has been used by mankind for thousands of years: advertising has existed for about the same time.

In the ancient world, the first professional advertising specialists appeared - they composed the texts of advertisements and placed them on stone structures in the central part of the city. There was also a practice to read out such information publicly in the squares with the maximum concentration of people.

Printing allowed text advertising to go into circulation. The first official print advertisement is considered to be an announcement of a reward to the one who provides information about the whereabouts of 12 stolen horses, published in the first London newspaper. With this small text, the dawn of a new era in advertising began.

It was mass communications that allowed advertising to become a real engine of trade. The ancestor of professional advertising is considered the French doctor and part-time journalist Theophrasto Rondo, who was the first to print private advertising texts in the press.

The Englishman William Taylor did the same: his company Tayler & Newton (founded in 1786) acted as an intermediary between advertisers and printers. The world's first advertising agency opened in 1842 in the United States: Volney Palmer became its founder.

Retro posters from the history of advertising

The next impetus to the development of advertising is the appearance of photography. The real image has become an irrefutable proof of the merits and advantages of the promoted object. But even more grandiose events in this branch of marketing began to occur in the 20th century.

the emergence of full-color printing;
the emergence and development of television;
development of satellite communications;
widespread introduction of computers and the emergence of the Internet.

In general, advertising is a living, independent, constantly evolving structure, and it is very exciting to follow its evolution. It's even more exciting to be involved in the direct creation of ads and the realization of the craziest marketing ideas.

2. Functions, tasks, goals of modern advertising

Secondary Tasks:

increase in consumer demand;
designation of positions of specific goods in the market;
promotion of consumer qualities of the product;
formation and strengthening of the image and prestige of trademarks;
increase in the presence of goods and services in the market;
search and creation of new sales channels for products.

The long-term and long-term goal of each advertising campaign is to make a trademark, product, brand recognizable and known to as many people as possible. In everyday life, we are surrounded by many examples of successful marketing campaigns.

However, the use of neuro-linguistic programming tools or other methods that affect health and consciousness, depriving a person of freedom of choice, is prohibited by the Federal Law on Advertising.

The turnover of this industry is in the billions of dollars; the most relevant technological resources, artistic ideas and scientific achievements are involved here.

There is a category of people who frankly hate advertising, there are those who try not to pay attention to it. Almost everyone considers themselves to be adept, which is not surprising when you consider this type of marketing as a cultural phenomenon.

Let's try to understand the main types and tools of advertising.

Shares of various advertising distribution channelsin the total advertising market in 2015

View 1. Outdoor advertising

This is one of the most common, relevant and effective methods of promoting products and services. In English, this advertising channel is called "outdoor" - that is, outside the premises, in the open air.

The advantages of this type of promotion are obvious:

the widest possible coverage of the audience;
low cost of a single contact with a potential consumer;
long-term impact;
a large number of options for posting information.

Text and graphic outdoor advertising is placed on permanent or temporary structures installed in open areas, above the carriageway of streets, on the outer surfaces of street structures and buildings. This type of advertising is designed primarily for visual perception.

The "outdoor" has its drawbacks:

limited amount of transmitted information;
influence of climatic and atmospheric factors;
relatively high cost of manufacturing large-scale structures.

It is believed that the most effective is an image or text, the meaning of which is read by the observer in 1 second. This means that the information should be short, compact, contrasting and clear.

Type 2. Advertising in the media

The media are print media, television and radio. We can say that this is the main field of activity for advertisers and marketers. Everyone uses the media - some daily, others periodically. Advertising in printed media will be discussed below, but here we will focus on TV.

Television is one of the most advanced and effective channels for transmitting advertising information.

The effect of presence brings TV advertising closer to a form of interpersonal communication - the transmission of information on TV creates the illusion of direct two-way contact. This is the reason why TV advertising time is so expensive and often consumes the bulk of a company's marketing budget.

visual and sound impact;
large audience coverage;
powerful psychological impact due to the personal nature of the appeal to the consumer;
variety of choice of visual and sound means of influence.

Type 3. Advertising on the Internet

With its rather low cost, online advertising reaches a potentially infinite audience - all users of computers, smartphones, iPhones, tablets.

The main principles and technologies of advertising on the Web are the same as in traditional media. The only difference is that on the Internet, active participation is usually required from the consumer - nothing happens in the Internet environment until the user performs some action.

In this case, such an action is a “click”, a transition to a specific site or another type of activity, for example, downloading an application or registering in a service.

There are many formats for transmitting commercial messages - advertising in Google, Yandex, in browsers, pop-up windows on websites, contextual advertising within information arrays, teasers, links directing to online stores, spam.

About that, we wrote earlier.

View 4. Print advertising

Printed products remain an effective way to distribute commercial information. Modern printing houses make it possible to achieve realistic, colorful, full-color images that work to increase sales and increase the prestige of the company.

Business cards and product catalogs are still relevant for most companies. After all, some people of the “old school” find it more convenient to look at paper media and feel it, unlike electronic media.

By analogy, a large number of people are still more comfortable reading paper books than e-books.

Type 5. Direct advertising

Oral, graphic or other information transmitted through direct contact.

Direct contact means not only a personal presentation of the offer, but also remote provision of information - by phone, by mail, through Internet communications.

Many, I think, are personally familiar with this type of commercial activity - this includes, for example, VKontakte advertising, Skype advertising or messages sent to e-mail with a personal appeal.

A distinctive feature of this type of advertising is the direct appeal of the advertiser to the consumer. This is the most personal version of a commercial offer, which in many cases works and contributes to effective sales.

The advertiser establishes direct two-way contact with feedback and can interact with the potential buyer directly. Despite the frequent negative consumer reaction to direct advertising, this type continues to develop - mainly as an auxiliary means of increasing sales.

View 6. Advertising on souvenirs (branding)

This type of promotion of companies and products is known to everyone who attended presentations and PR campaigns: they give you an inexpensive but nice souvenir (calendar, lighter, mug, cap, T-shirt, bag with the company logo, slogan or other commercial information).

A free present serves as a symbol of the advertiser's location and goodwill towards the consumer. This is a relatively inexpensive and effective way of marketing; souvenirs work especially well when the company's brand is already promoted. In this case, the souvenir is an effective personalized image advertising.

Branding, that is, applying the logo and distinctive attributes of the company on souvenirs, will always be relevant.

View 7. Advertising on transport

Textual, graphic or other visual information placed outside (or inside) vehicles. In this case, the advertiser brands the entire vehicle or its parts.

Transit advertising can be attributed to a variety of outdoor advertising, but its fundamental difference is in mobility. Transport advertising, unlike stationary advertising, moves along with the carrier and potentially covers a much larger audience.

The advantages of transit advertising are a wide audience coverage, a high level of exposure, and a relatively low cost. Information and images are placed on vehicles on the basis of agreements with the owners of the means or their tenants. Commercial messages of this type are able to capture the attention of the audience for a long time - for example, when they are placed inside a bus, subway car, trolleybus. Advertising on transport must meet all the requirements of efficiency - be concise, compact, accessible to the mass consumer.

4. Advertising media

Here we will try to summarize the main characteristics and advantages of the most popular advertising media.

1) Television, radio

Media resources continue to lead the list of the most productive and effective advertising media. The main advantages of TV and Radio:

availability;
coverage of a huge number of people;
a wide range of methods of influence;
presence effect.

About 30-40% of the entire advertising market falls on television and radio communications. There are many forms of distribution of commercial offers through media, but short videos or audio clips remain the main ones. Despite the negative attitude of a significant part of the audience towards television and radio advertising, this industry is developing and will continue to develop as long as the media exist.

Large firms and corporations spend a huge amount of money on creating memorable and effective commercials, but in the end, the costs pay off, otherwise we would hardly have seen so much advertising information on TV.

2) Internet

The World Wide Web is the most promising modern direction in the advertising industry. Agencies and entire marketing institutions are constantly developing new methods of influencing potential consumers and are looking for the most effective channels for placing advertising information on the Internet.

In other words, conversion is the number of potential actions compared to actually completed ones, measured as a percentage. For example, if 100 people saw an advertising banner on the site, and 10 people clicked on it, then the conversion will be equal to 10 (clicked on the banner) / 100 (who saw the banner) * 100 % = 10% conversion.

We have already written about, as an independent way to make a profit. This once again confirms the fact that the direction of Internet advertising is very attractive both for start-up entrepreneurs and for the sharks of the advertising market.

The network of users of the World Wide Web is constantly growing, especially the younger generation is spending more and more time on the Web, so more and more advertisers are moving their advertising budgets online.

The Internet allows you to create advertising that is not only bright and memorable, for example, by using flash / gif animation of banners or posting video content on youtube, but also very accurately hit your target audience, using, for example, social networks, thematic sites, professional communities, forums and so on.

3) Magazines and newspapers

Printed media have lost a significant part of their consumer audience in recent decades, but they continue to be the engines of trade.

The level of printing allows you to create expensive glossy publications that act as an alternative source of information for people who use the Internet little or rarely.

Often, modern media have both print and electronic resources. For example, the magazine "Forbes" is published both in print and has the same name visited Internet resource Forbes.ru

4) External and internal advertising structures

These include:

billboards on the streets;
video screens;
roller displays;
electronic scoreboards;
decorative signs;
volumetric spatial structures;
live advertising;
POS materials;
poster stands;
pedestals.

5) Email distribution

Sometimes it is information distributed by subscription, sometimes it is unauthorized messages in the form of spam.

Often in the letter you are offered to click on a link, watch a video or register on the advertiser's website.

6) PR - events

Literally, "public relations" means relations with the public.

It can also be translated into Russian as "public relations". These events are aimed at forming a favorable opinion about the company, product, brand. The effect of a PR campaign is achieved not due to the repeated mention of the product or company itself, but due to the image that is formed around the brand as a result.

The following PR-actions are the most popular:

presentations, symposiums, anniversaries, conferences, briefings to which media representatives, potential partners, consumers, and sometimes everyone is invited;
sponsorship: the firm sponsors a sporting event, broadcast, concert or other event;
PR campaigns in the media.

The most important condition of PR-projects: brilliance, plausibility and the ability not only to present the product, but to clearly explain its attractiveness and necessity for the consumer.

This is exactly how those who want to get results from their advertising campaigns should act.

5. How to organize an advertising campaign and place ads with maximum effect

A properly organized campaign brings stable profits to manufacturers and service providers, promotes the development and expansion of business and opens up new markets.

This may be a demonstration of the product in action, lotteries and coupons attached to the product, various discounts and bonuses. Recently, the original way of selling one product placed inside another has become especially relevant.

A well-known example of this technique is the sale of children's toys placed in kinder surprises.

5 simple steps to organize an advertising campaign

Below are the main steps for organizing an advertising campaign:

Define a target advertising campaign;
Determine your advertising budget;
Approve the concept an advertising campaign and the main advertising message to clients (professionals - advertising agencies can help you in developing a creative, all advertising materials);
Develop a comprehensive plan advertising campaign (indicating the types and volumes of advertising, terms, cost);
Summarize advertising campaign (performance evaluation).

Such agencies are able to offer their client both the production of advertising content and the organization of its placement, as well as various kinds of consulting assistance, for example, in media planning*.

business size and advertising budget opportunities;
market position (market share) and age of the company;
preferences and behavioral characteristics of the target audience;
advertising positioning of competitors;

Proper planning involves choosing such a combination of different media in which the advertising message will be seen or heard by the largest part of the target audience.

To achieve this goal, media planning is just what is needed.

necessary coverage of the target audience;
the required number of contacts ("strength" of the advertising campaign);
concentration (providing a sufficient / noticeable number of advertising exits / touches during the period of the advertising campaign);
dominance (in the selected communication channel, for example, on a specific radio station and TV channel).

For advertising to work, it must be created in the world of the consumer - that is, take into account the specific needs of the person, his preferences and needs. There are a huge number of marketing techniques used by advertising agencies.

The most effective are those that work not only to increase current sales, but also to form a stable positive image of the company among the audience. Advertising should be recognizable, not too intrusive, relevant and right on target.

An example of a creative Mercedes-Benz ad (with chickens):

The Internet is increasingly being introduced into all spheres of modern life. It is impossible to imagine a person who does not use it. People are looking for some information, reading books, making purchases, finding contractors and just chatting on the Web. Therefore, advertising methods are also actively used there. All types of advertising on the Internet are focused on obtaining maximum efficiency with a minimum of investments, that is, they purposefully work with the target audience (hereinafter referred to as the target audience).

Internet advertising features

interactivity

On banners, in the media or on TV, the ad interacts with the consumer one-way. On the Internet, it involves the target audience in the process. A person can click on banners, register, answer questions, make purchases.

Large audience

The newspaper is read by several thousand people, only the people who are in front of the screen at that time can watch the video on TV, and only the passenger of the car passing by can see the billboard. Internet advertising is available to almost everyone, as the audience of the Web is constantly growing, and advertising opportunities in it are not limited by time and geography.

Possibility of screening out non-target audience

This possibility is practically excluded in other types of promotion.
Web targeting cuts off those people who are not in the circle of interests of the advertiser.

Possibility to study results

Almost any user action is recorded on the Web, so you can easily and quickly evaluate the effectiveness of an advertising campaign. It can be instantly adjusted to achieve a greater effect.
Consider what kind of advertising happens on the Internet, its varieties, characteristics, examples and cost.

On websites:

contextual,
media,
teaser,
partnership,
malicious.

On mobile apps:

media,
contextual.

In the search engine:

contextual,
media.

contextual,
media,
crowd.

Let's consider each type separately.

Contextual

Search contextual

For example, a user is looking for plastic windows in Yandex. In the first lines of the issue, he sees advertisements that match his request.

After the person who was looking for information about repairs enters the site accepted into the advertising network of the search engine (for Yandex, this is YAN), then in a certain place on the site, he will also see advertisements on the topic of his search.

Thematic contextual

Also, such ads can be shown on thematic sites, regardless of the user's request. At the same time, the advertiser will also be charged money if the visitor clicks on his advertisement.

In mobile apps

If you like to play on smartphones or tablets, then sometimes you see a banner or ad at the bottom while playing games or working in other applications. This is the same contextual promotion, but of a different type. It is of several types.

Banner. The most effective are expandable displays that are collapsed and need to be clicked or stretched to view them fully. They are not annoying, they give a high conversion, as they are viewed by targeted visitors.
Interstitial. Placed on top of the entire screen (banner, video) for a few seconds. To cancel viewing, you must click on the appropriate button.
rewarded video. For viewing, the user receives a reward (equipment for heroes in games, bonuses, tips, etc.).
Playable ads. This is a small mini-game, after passing which the user is prompted to perform some action, or he sees a message.
Native (video or media banner). Disguised as app design, doesn't annoy people. Users often do not understand that this is an advertisement. It can be disguised as a news feed or a letter.

In any type of contextual advertising, there is a triple benefit: the advertiser receives visitors, the search engine and its partner site receive income from each click. The advertiser's ad can also be in the form of a banner block. The cost of placing media material is much higher.

This type of promotion is targeted, it focuses on the interest of the target audience. The process works as long as the advertiser has money on the balance sheet. Almost all search engines (Google Adwords, Yandex.Direct, etc.) have their own contextual networks, and you can work with them very efficiently.

Media (banners, video, audio)

Banners

Graphic media are rectangular colorful pictures with text, which can also be animated. They are also found in contextual promotion. Calling them targeted in a separate sense, most likely, will not work. Media materials are used to increase brand awareness or to communicate about discounts or promotions.

On visited sites

They are placed on web resources where you can find the target audience of advertisers. Banners are clicked much less often, but the transitions of the target audience are still guaranteed.

The cost for placing banners depends on the weight and trust of the donor site and is usually calculated in rubles / month.

Smart banners (perfomance)

A popular project from context workers, which we considered in the previous paragraph. They allow you to combine focus on the target audience, pay per click, change images in one block from different advertisers. A self-learning system studies user behavior and gives visitors the offers they are interested in.

Media contextual

Shown to the right of the search results (Direct, AdWords). Issued at the request of the target audience. Pay for impressions.

popunders

One of the types of banners is a popunder (an intrusive pop-up block). It annoys many users, and they try to close it immediately. If they don't see the closing cross on the popup, they leave the site where the popunder came across. You need to use this type of T&U promotion very carefully, otherwise you can get only negative in return, and not benefit.

Video footage

There are channels on YouTube that have a huge number of views. An advertiser can either organize his own channel, where he will promote his T&U, or order promotion on channels from popular video bloggers. He can scroll his video before the blogger starts showing it (as well as in the middle or at the end), "embed" his words in the blogger's text, and also start his message or hang out a media banner while the video is shown.

Video materials can also be placed in popunders, separate blocks on web resources, in mailing lists, etc.).

Audio materials

Thanks to innovations on the Web, voice bots, the “penetration” of the Internet into household appliances, the consumer is online all the time, but he does not always look at the screen.
Separate services using audio tools have appeared online. Audio ads are created in advance and distributed along with audio content. Audio ads can appear at the beginning, middle or end of the scale.

The main platforms for it are: music services VK, Boom, Yandex.Music, music and podcast aggregators, online broadcasters of radio stations, online audiobook services and video hosting.

teasers

Impressions are very similar to banners, but graphic images are supplemented with text with an active link and are smaller in size. The content should be provocative, arouse curiosity and desire to follow the link. Teaser networks allow advertisers and administrators of web resources to unite: Maxato, Teaserget, Teaserlady, Teasermedia, Gnezdo, etc.

Email

Mailing lists by e-mail are currently one of the types of work with a permanent target audience. Spam mailings (they are undesirable for the recipient) are prohibited on the Web. By organizing a legal mailing list, you can get quite an effective result (a reminder about yourself, a message about promotions, etc.). It is necessary to approach the mailing list competently, compose interesting letters, supplement them with graphics. The mailing list at the Wildberry online store is very interesting.

Partnership programs

Also an effective promotion option, works great for online stores. For example, you can organize an affiliate program to increase sales. If you are selling a children's drawing course, it is likely that many of the young mothers who "dwell" on children's sites will become your buyers. To do this, a banner or a thematic article leading to the sales page is placed on the partner site. The partner site receives a reward for each purchase made. There are affiliate exchanges: Timesprint, Clickdealer, Everad, etc.

Crowd

A very effective type of promotion that keeps pace with SEO. On forums, in thematic blogs and other web projects where the advertiser's target audience is located, T&T is promoted by issuing useful tips, descriptions, recipes, options for solving visitors' questions with a direct link to the promoted T&T. Spam should be avoided and really valuable advice should be given, otherwise the advertiser will receive a ban from the administration of the web resource.

Malicious

Sites that have insecurity in control systems are often subjected to virus attacks and hacks. Hackers place malicious files or codes on the hosting or pages of the donor site that can send spam, install links to other resources on the donor web pages, and redirect donor visitors to third-party sites. These promotion methods are illegal, are strictly punished by hosters and search engines, and are not perceived by the target audience.

Ways to provide information and get an effect

By way of providing information, we can distinguish:

straight,
branded,
viral,
native.

Straight

Aimed at the sale of a specific TiU, may be limited in time or must be remembered or evoke persistent associations with the consumer.

branded

Selling doesn't happen here and now. This type works for brand recognition and increasing loyalty to the company.

Viral

He migrated to Runet from offline marketing. Its main principle is the free dissemination of news "from person to person". Videos, images, demotivators transmitted between users on the Internet draw attention to something and are perceived by the target audience very positively.

This type of promotion is low-cost, it works for a long time, but rather high requirements are placed on the quality of materials launched in Runet.

Native

If you have written a very interesting text that is popular with readers, then you can unobtrusively include a mention of your T&U in it. Or on a web resource, you can mask the place where information about other people's Tiu is displayed, but in such a way that it is unobtrusive and associated with your Internet project. This type of promotion is called native. It does not irritate the visitor and is one of the best methods of T&D promotion. Of the minuses of native promotion, one can name the fact that readers often do not notice it, since the message is too unobtrusively inscribed in the context.

How to launch an advertising campaign - basic steps

We define CA.

Drawing the image of a future client is the most important process. In conditions of extremely high competition on the Web, it is necessary to narrow the advertising flow in order to save money. Large firms order market research, while small ones study user requests or statistics from competitors.

2. We develop a strategy.

It is necessary to choose the promotion format and its channels. You should also consider your available budget.

3. Launch the campaign.

We develop materials, launch them on the Internet, analyze the results. If necessary, we make adjustments to the campaign.

There are a lot of ways to promote T&U, and they are constantly evolving. Therefore, make a portrait of your target audience and choose campaigns based on the budget. Constantly experiment in order to find the most effective methods for promoting T&U.

In order to successfully develop your business, whether it be trade, various services or something else, you must first of all promote it, make it recognizable. And advertising plays a huge role in this matter. It is she who allows you to attract interest to them. And the current development of society and technology allows the use of various types of advertising that can reach almost all categories of people. And this makes it possible to convey information about yourself, about a product, about a service or about a business in general to any person.

Outdoor is understood as advertising, which is located on the territory of the settlement. It is placed on shields, stands, stretch marks, roofs and walls of houses, on or in transport. All outdoor types of advertising, examples of which can be found on every corner, are actively used, as they are relatively low-cost, but at the same time quite effective.

Shields are structures that are designed to accommodate a large-sized banner with advertising. Most often they are located along the roads. The text, addresses and phone numbers on them should be large so that they can be easily read from a moving vehicle.

Streamers are canvases of fabric or vinyl with promotional information that are stretched over the road. It is also a very effective promotion method, which is very often used.

Pointers are a kind of beacons that indicate the direction in which the advertised object is located.

Pavement signs are collapsible or folding advertising structures, which contain information about the company and its contact details.

Sandwich people are disguised people who attract potential customers.

Pneumofigures - inflatable three-dimensional figures.

Sticky application - these are various posters, stickers and announcements.

The Internet provides great opportunities for promoting a business by placing advertising information.

A banner is a graphic rectangular image on which information or a picture is located.

Videos are the most common form of television advertising. The length of the video is usually 15-30 seconds, but it can be different.

A running line is text ads that run during the broadcast.

Teleshopping is a way in which the viewer is provided with complete information about the advertised object.

Sponsorship - hidden and explicit advertising of goods, companies or services during the broadcast. Explicit advertising is expressed in gratitude for assistance in organizing and / or conducting a program, issue, heading. Hidden is presented in the form of various accessories, attributes or products with the brand name.

An announcer announcement is a recorded text advertising message.

Mail catalogs are a list of products with descriptions, prices and photos distributed through mailboxes.

Last update: 02/16/2020

Reading time: 17 min. | Views: 20975

Hello, dear readers of the financial magazine "site"! In this edition, we will about online advertising- one of the most dynamically developing branches of advertising and an integral part of a successful business.

If you want to start your own business, but do not know which business to open, we will help you make a choice. Having chosen your business idea, feel free to proceed with its implementation.

One of the most important components of any business is advertising. No wonder they call her engine of trade . After all, even the most wonderful product or service will not be in demand if potential buyers do not know about them.

Necessary highlight the proposed product from a variety of similar ones and convey to the potential client the idea of the need to prefer it.

When choosing a platform for an advertising campaign, in no way don't miss the internet. After all, thanks to the development of technology, the World Wide Web is not only constantly growing with new users, but also becoming more and more convenient for advertisers.

It is this way of promoting your goods or services that is most relevant today . However, like any tool, online advertising can only achieve results if used correctly.

From this article you can find out:

What types of advertising on the Internet exist and what is their cost of placement;
What are the features, pros and cons of each of these methods of promoting services and goods;
How to properly conduct an advertising company on the network, so as not to waste the invested funds.

So, let's begin!

1. Advertising on the Internet - characteristic features and its differences from traditional advertising 💻

Internet advertising is all possible ways of placing advertising materials on the World Wide Web. The format of these materials is very diverse - texts, graphics, multimedia files, as well as their combinations. The result is a large set of tools, the choice of which depends on the capabilities and goals of the advertiser.

1.1. The Internet as the main channel for the distribution of advertising at the present time

The large-scale development of the World Wide Web falls on the last decade of the last century, when Internet pages began to appear one by one. However, advertising on these sites has long been in its infancy. And only during the last ten to fifteen years use of the Internet to promote any goods and services acquired global scope.

There are several reasons for this:

With the development of mobile technologies and the increasing bandwidth of existing communication channels, the number of people using the World Wide Web is growing every day. The amount of time people spend online is also on the rise. From an inaccessible luxury, being on the Internet turns into a daily, or even hourly need.
Trading through Internet platforms, if it does not displace traditional methods, it may well compete with them, while offering new opportunities.
Traditional media, following the latest trends, are increasingly moving into the space of the World Wide Web.
The development of software tools has made it possible to create more and more advanced advertising management tools, as well as effective tools for its analysis and measurement of its effectiveness.

Although many components of online advertising are similar to traditional promotion channels, there are still a number of features related primarily to the principle of the World Wide Web. After all, unlike the usual media, here the user acts not only as a passive consumer of the information offered, but also takes a direct part in many processes.

1.2. The main features of advertising on the Internet

Feature 1. interactivity

When advertising is placed in the press, on billboards or on television, the interaction with the consumer is one-way. On the Internet, advertising seeks to involve a potential client in any process.

The user has the opportunity to respond to the placed advertising material. This can be a click on a suggested link, a click on a banner, a registration, or an answer to a question. That is, Internet advertising involves a response from the user.

Feature 2. Increasing audience of the Internet space

World Wide Web Audience constantly increasing, and so far there are no prerequisites for slowing down this process. At the same time, a significant part of those with access to the Internet is a tasty morsel for advertisers, since it belongs to the category solvent citizens.

Of course, some social and age groups are not yet involved in this process. Therefore, companies for which they are of interest as potential customers are forced to actively use other advertising channels. However, the share of such advertisers in the total number is not very large.

Feature 3. Ability to promote your products only for the target audience

Tools for analyzing advertising systems allow you to select among the huge number of users exactly those who may be interested specific product. Such a process is called targeting .

At the same time, they can be distinguished as groups of users looking for a specific product or service ( direct targeting), and those who are interested in any materials that have an indirect connection with the promoted products.

The Internet allows you to select your target audience according to many features. It could be geography of residence, age of the user, range of interests, purchases already made or existing property, which requires related products.

Targeting allows you to cut off those who are not within the scope of the advertiser's interests, and thus make advertising more effective. After all, if funds are spent on promoting products to those who initially not a potential client, such advertising will waste of money.

We wrote in more detail in a separate article.

Feature 4. Ability to accurately measure all advertising metrics

Since almost every action taken by the user is recorded on the Internet, it is possible to track the effectiveness of both the entire advertising campaign as a whole and each of its elements separately.

It is important that this process is characterized by high efficiency. And that means the possibility quick and timely response. The advertiser can adjust the ongoing advertising campaign, abandon those methods that do not bring the desired result, and increase investment in more effective types of advertising.

2. Organization and conduct of an advertising campaign on the Internet - 3 main stages 📃

Despite all its distinctive features, the very algorithm of conducting a company to promote something is common to any sales channel. It can be broken down into three stage.

Stage 1. Determining the target audience

This stage is one of the most important steps, because it is the creation of a clear image of your potential customers that determines the effectiveness of the funds spent on advertising.

The identification of the target audience can be carried out in various ways. Large companies order large-scale studies with numerous questionnaires and surveys. BUT individual entrepreneur, which does not have such financial and time resources, simply conducts a study of open sources, for example, user requests on individual resources or customer statistics from a competitor.

In the simplest cases, it is enough to simply arrange a little brainstorming. For instance, the manufacturer of dog overalls can easily identify its target audience simply based on the experience of communicating with dog lovers.

Having identified the circle of potential buyers and compiled a list of their needs and preferences, you can begin to develop a strategy for promoting your product.

Stage 2. Development of a promotion strategy

The next important step is to determine in what format the advertisement will be carried out, as well as through which channels.

The budget allocated for advertising is also important. After all, if funds are extremely limited, one can hardly count on a large number of advertising platforms and large-scale actions to attract buyers.

Having chosen the general direction in which you need to move, you can select the sites where advertising will be placed, as well as the creation of specific materials, including texts, banners, videos, and so on.

Stage 3. Launch of an advertising campaign

The final step is launch of the advertisement. This is where the created advertising materials are placed, as well as the subsequent monitoring of the effectiveness of their impact. If necessary, adjustments and changes are made.

The main types of customer acquisition for goods and services on the Internet

3. Types of online advertising and its cost - TOP 10 most popular and effective areas of advertising on the Internet 💎

There are a lot of ways to promote your goods or services on the Internet, and they are constantly evolving. Development and emergence new types of online advertising due not only to the high level of competition in this area, but also to the improvement of technology.

The latter not only allow inventing new ways of delivering information to users, but also enable the latter to get rid of annoying ads. As a result Advertising channels that until recently were effective and productive are becoming useless and obsolete.

Below we will consider those areas of product promotion on the Internet that are relevant and effective at the moment.

1. contextual advertising

As the name implies, this promotion method is tied to specific context.

The principle of contextual advertising is as follows: the user receives advertising messages that are tied to his requests. For this, a system of keywords and phrases is used, according to which advertising messages are selected. There can be two options here:

Option 1. The user sets a specific request in the search engine, to which the system issues links to various sites with a theme corresponding to this request. But in addition to links to sites, there are also advertisements, also tied to the topic of the request.

Option 2. The user visits a site that is a partner of the advertising network of one of the search engines, and sees an ad there that takes into account both the theme of the site itself and the history of queries of this user. If a person recently searched the network for some service, then on the sites he will also be shown ads offering this particular service.

Others benefits (+) contextual advertising are:

Payment for the result in the form of a transition to the provided link. That is, the advertiser pays only for those impressions that ended with some action.
Since advertisements are issued in accordance with the preferences and interests of the user, they also benefit potential customers. And that means less rejection from users.
This kind of promotion is not so intrusive and annoying, like most advertisements, which also contributes to its acceptance by users.
The budget for conducting a contextual advertising campaign can be absolutely anything. Even for a very small amount of 100-200 rubles per day available acceptable result.
Modern advertising networks that offer placement of contextual ads provide great opportunities for customization. That is, the advertiser can create an individual advertising system that will take into account all the nuances of promoting a particular product.
Recoil speed. By paying for contextual advertising, you can get an almost instant result in the form of customers who clicked on the link.
Huge toolkit for performance analysis placed ads and a large amount of information that can be obtained from them.

But even without minuses (-), of course, it can not do. These include:

A quick return also implies a short-term effect. For a constant influx of customers, constant investments are needed.
An incorrectly configured advertising system will lead to the fact that the money will go nowhere. It is in this way of promotion that there are risks of spending a huge budget without any return due to incorrectly chosen keywords.
Budget Uncertainty, associated with the calculation of the price for one click on an advertisement (the so-called click), which will be discussed below.
Not for all business areas this way of promotion is suitable.

Concerning cost of the same click, on the basis of which the budget will be determined, then it is formed as follows. If multiple advertisers tie their ads to the same keyword, the top placements on the search engine page will be given to those with the highest CPC. That is, the principle of the auction operates - the one who pays more gets more.

At the same time, there are various niches, the cost of clicks in which varies greatly. For example, the cost per click for requests like "knitted toys" will average from 9 to 40 rubles, and here are the queries "PVC windows" will cost much more 500-1500 rubles in one click.

Thus, the advertiser is faced with the task of finding the optimal strategy for placing contextual advertising. On the one side, the chosen cost per click should not be too high - in this case, of course, many users will see the advertisement, but the profit from them may turn out to be less than the funds spent on promotion. On the other hand, by setting the cost per click too low, the seller may simply not wait for the clicks on the posted ad, because no one will simply see it.

Of course, search engine advertising networks assure that any user can make such a setting, but such gullibility can lead to serious losses. To get the maximum result at a minimum cost, you need to either understand contextual advertising yourself, or seek help from a specialist in this field.

At the moment there are two the most popular advertising networks are from well-known search engines "Yandex" and "Google".

1) Yandex.Direct - contextual advertising on Yandex

Without exaggeration, the most popular and successful search engine in Runet, Yandex offers its services for placing ads in a section called Yandex.Direct.

There are many tools here that allow you to choose the right advertising strategy in accordance with your goals and available budget.

At the same time, even when automatic settings are set, the advertiser is offered a large number of possible strategies. So, you can set a limit on the cost of the transition or limit the budget for a certain period.

We wrote more about (phrases) in a separate article in our magazine.

2) Google AdWords - contextual advertising Google

Google provides the ability to fine-tune and point settings, offering a more flexible toolkit. Here it is possible to separate ads into groups, for each of which you can conduct your own advertising campaign with different strategies.
Highlighting the geography of ads also provides more opportunities- in Google AdWords, you can not only select one of the cities or regions, but also very small areas with a radius from 1 km. This option is especially suitable for advertisers who offer their services to residents of nearby streets.
There are more sites for placement here, and the competition is lower, which also affects the cost per click. However, the quality of the latter is often worse. The fact is that Yandex.Direct tracks the so-called "bad" transitions, that is, those after which the user immediately leaves the site. As a result, with a higher cost per click, the end result is better for the Russian advertising system.

If we compare these two systems, we can say that Yandex.Direct is better suited for beginners, but Google AdWords provides more opportunities for real contextual advertising pros.

2. Media (banner) advertising

Promotion of goods or services using a banner is in many ways similar to traditional advertising, when a colorful ad, large or small, is placed on the pages of newspapers or magazines. You can see examples and cost of placing banner ads on our website at this link .

In addition to static images, multimedia tools are actively used when creating banners. It could be short animated video, for example, beloved by many "gifs", looped short videos.

Another important property of banners is their interactivity. Very often, when clicking on a banner, the user gets to the advertiser's website. You can often see flash banners in the form of short games or small tasks that offer the user a little fun. After passing through such a game, a potential client is unobtrusively informed about the service or product being promoted.

A feature of banners is that they are not necessarily links to the advertiser's website, although the function of attracting the target audience is also inherent in this type of advertising. Equally important here is the ability to form Internet users recognition of a brand or product, fix a certain associative series.

Thus, banners can be divided into two categories:

those that prompt the user to take a specific action ( for example, go to the site);
those that create a certain image and recognition of the advertiser.

To place a banner, a company or an entrepreneur agrees with the owner of a site to place the desired image or animated video on his resource.

the popularity of the resource on which the banner is placed;
the size of the banner itself;
its location on the page.

Most often, payment is made either for the number of banner impressions, or for the number of clicks on it to the advertiser's website. Fees apply occasionally for the permanent placement of the banner on any page. As a rule, this method is used for a short time on sites with high traffic. Indeed, after some time, people simply stop paying attention to a familiar picture or animation.

As already mentioned, there are no clear price limits for placing a banner - it can be 1000-2000 rubles per month, and tens of thousands of dollars.

Finally, it is worth mentioning one of the most important points in banner advertising. It will only work if done high quality and attractive to users, and also if the information in the banner corresponds to what the advertiser offers. Otherwise, the opposite effect may occur - a persistent negative attitude will arise towards the advertised brand or product.

3.

This type of promotion comes from an English word meaning "tease". A teaser is similar to a banner in many ways.- this is also a statistical or animated ad that is placed on sites.

This type of advertising has enough dubious reputation. Very often it is associated with sites of a certain orientation (for example, erotic or fraudulent, offering instant big). For many users, it causes ardent rejection.

Often, the teaser uses a blinking image, which in theory should attract a potential client, but in practice turns the site on which it is located into a very unsightly and unpleasant place.

But even such aggressive and usually vulgar advertising have their own audience. Many beginners, just mastering the World Wide Web, come across these tempting advertising pictures. Also, unpretentious users who kill time on the Internet can “peck” on teasers.

Methods for placing and paying for teasers are similar to banner ads. The only difference is that the number of sites ready to host a teaser is much less. And the owners of large and popular sites value their reputation too much to place such ads on their sites. But the cost of such advertising, as a rule, is lower, and make the teaser much easier- quality is usually not particularly required here.

4. Targeted advertising in social networks: VKontakte, Odnoklassniki, Facebook, Instagram

In a separate group, it is worth highlighting advertising campaigns that are held in in social networks. This is not surprising - after all, a huge number of people prefer to spend a significant amount of time on such sites as VKontakte or Facebook.

At the same time, when starting their page, most users provide very useful information. about yourself, including gender, age, geography of residence and your interests. (or we already wrote a group in a previous article)

placement of advertising texts and ads on your own page under your account (does not require any funds);
creation of a special group or community (it will only take time to create and pay the employee who will be in charge of administration);
exchange of advertising posts with any group or community (both paid and free methods);
paid placement of advertisements;
holding various contests, in order to win in which it is necessary to repost any record (in this case, the cost of advertising is determined by the price of the prize).

Targeted, that is, aimed at the target audience, advertising in social networks has a number of advantages:

does not require the user to switch to a third-party resource, thereby providing him with convenience and comfort;
the presence of feedback not only in the form of orders or clicks on an advertisement, but also in the form of likes or comments;
the convenience of advertising, because often this does not even require special skills - just upload the captured photo or drive in the desired text.

1) Advertising VKontakte

If we talk about the Russian segment of the Internet, then hardly any resource can compete with this brainchild of Pavel Durov. Moreover, there is also own ad network, similar to those of Yandex and Google. The principle of its operation is simple- you need to set up ad serving based on your budget.

2) Advertising in Odnoklassniki

Another popular Russian social network, Odnoklassniki, also offers interesting options for low-cost placement of their ads. Here, the audience, as a rule, is older than on the previous service, and therefore more solvent. So here it is possible to promote more expensive services.

the ability to adjust the display time, which ensures greater efficiency;
advertising is also shown on other services owned by Mail.ru, for example, in My World;
the possibility of remarketing, that is, automatic tracking of those who have already taken some action on the posted ad in order to re-engage.

Of the minuses, it is worth noting the already not very convenient grouping, which makes the entire advertising system less flexible and adaptive to a specific advertiser.

3) Advertising on Instagram

Unlike the two social networks already mentioned above, Instagram has its own specialty – pictures and short videos. Communication here comes down to posting photos taken here and now, and getting likes and comments on them.

creating special communities and inviting users to them;
following other users' profiles so that they follow the advertiser's account in return;
placement of advertising posts in popular accounts.

However, since last year, Instagram has also become available targeted advertising . True, there is one "but". The fact is that the data on the target audience for placing an advertisement is taken from the Facebook profile to which the Instagram account is linked. But a significant number of users of this resource are registered directly on it, and they do not make any connection to their Facebook page. And that means that a huge part of the potential target audience simply turns out to be outside the targeting system.

Text information on Instagram plays a much smaller role. That is why the promoted product should look good and impressive in photographs. Do not forget that this resource is popular primarily among women, and therefore the advertised product must correspond to this category of customers.

4) Facebook Ads

The ancestor of all social networks Facebook in our country is not as popular as VKontakte. But here is the public, possessing much more financial resources. So here On the one side, can be promoted more expensive products . But on the other, users of this network have a rather negative attitude towards direct offers to buy something and usually ignore them.

5. Push notifications as a sales tool

Push notifications (messages) - what is it. Example of advertising display

Traditionally, such notifications inform the user about any changes or news for the mobile device or computer. For instance:

The installed antivirus periodically issues information about new computer protection tools.
The programs you use on your mobile device notify you when updates are available.
Social networking applications can inform the user that one of his friends wrote a post or posted a photo.

There are several services where you can pay and set up the distribution of such notifications. They work as follows– users subscribe to certain mailings of interest to them, and then receive short information in the form of push notifications. Several requirements must be met here:

received messages should not annoy the user with their frequency and intrusiveness;
they should be related to the topic to which the user has subscribed;
be linked to a page or account on a social network so that the user can provide feedback;
the user must be able to unsubscribe at any time, otherwise the arrival of such notifications may be perceived as spam.

6. Advertising in mobile apps for iOs (iPhone/iPad) and Android platforms

The development of mobile communications and technology has led to the fact that more and more Internet users use it from their smartphones or tablets. And almost every one of these devices has more than a dozen applications. It can be both social networks and various services for ordering and buying something.

If a mobile application is intended for ordering goods from a company, then its main function is sell this product, and at the expense of profit, the development and operation of this application pays off.

However, there are a huge number of programs for mobile devices that simply offer users all sorts of entertainment or information services. At the same time, the user downloads and uses these applications absolutely free.

Not surprisingly, the developers of many applications for mobile devices are willing to sell ad spaces in their apps. And for users, viewing this advertisement is a kind of payment for using the program.

As a rule, you can get a potential client to watch an ad two ways:

make it impossible to disable or block the displayed advertising;
offer the user any benefits for viewing.

The latter option is especially often used in online games, where the player can get some kind of resource for watching ads.

The types of advertising placed in mobile applications are quite diverse. It could be a text ad that pops up from the edge of the application, or an image that pops up at startup.

Often you can find an expensive beautiful video, but in this case the budget of the advertising company will be very high - in addition to the high cost of showing, you need to invest decent money in creating the video itself.

The ability to target users directly depends on what data a particular application collects during download and registration.

7. YouTube ads in videos

Views of individual videos can go off scale for millions! You can imagine what a huge number of potential customers can be attracted in this way. In a separate article, we also wrote about online advertising and how they achieve high earnings results.

There are several types of advertising on Youtube:

the posted video itself on any channel - both on your own and for a fee on someone else's, which is popular;
a small commercial that is shown before the main one;
text advertising placed on the displayed video;
a link to a video placed above the search results for a particular video.

Just like the previous methods of advertising, this type of promotion makes it possible to select impressions only target audience. The main advantage of this method of promotion is the effectiveness of video advertising, as well as very wide audience. But do not forget about the disadvantages:

In order for your ads to be seen by as many potential customers as possible, they need to be placed on very popular channels, and this is extremely expensive.
Users have the ability to disable ads, as well as use special software to block them. In addition, paid accounts do not display ads.
Annoying ads that interfere with watching an interesting movie or music video often annoy users.

8. Pop-ups (Pop-Up and Pop-Under)

One of the most aggressive and unloved ways for users to promote a product is popup window, Nevertheless continues to be quite popular.

The principle of operation of such advertising is as follows: the user enters the site, starts reading some information, and at that moment a pop-up window pops up. To close it and return to normal browsing of the site, you must click on the cross in the corner of the Pop-up window.

However, when used carefully and correctly, such advertising can also can benefit. It is only important that it can be easily turned off, and that the advertising message is in correlation with the theme of the page itself.

Pop-up windows that inform about discounts on goods or about holding any promotions can also bring a certain result.

9. Advertising in E-mail newsletters (by e-mail)

Most Internet users are owners of various electronic mailboxes, through which they exchange work or personal information. And that is why advertising with the help of mailing letters to its subscribers still enjoys a certain popularity.

Typically, this type of promotion is used by two types of advertisers:

stores or sellers of services from which the user has ever purchased goods;
information businessmen who use this channel to sell their products.

1) In the first case, sending by e-mail is more image value. Many stores practice bonus and discount cards. And to receive them, you usually need to provide certain information, including an email address. Subsequently, this buyer receives letters with information about current promotions, assortment updates, discounts and personal offers.

Since the mailing is carried out to a person who has already made a purchase, which means that he is quite loyal to this seller, such a mailing usually does not irritate the user. And it is highly likely that, having received such a letter, the buyer will return to the store again.

2) For the information business, which is developing not so long ago, email distribution is one of the main ways to promote their services.

Initially, the user gets to some resource where he is offered a free course or materials on a subject of interest to a person. But to receive these materials, you must leave your email address. After that, the subscriber begins to receive letters. In them usually, useful free information alternates with offers buy any information product.

Sending large numbers of letters manually is, of course, a matter of extremely irrational. There are specialized resources, such as "Smartresponder", on which you can configure Automatic mailing of emails to all your subscribers. At the same time, to create an atmosphere of personal appeal to each of the subscribers, you can set up putting their names in letters.

10. Advertising on thematic sites and online platforms (forums and blogs, bulletin boards, groups of social networks, large portals, etc.)

The last way to conduct an advertising campaign on the Internet, which is discussed in this article, is to place ads on various thematic resources. There are a large number of pages where people with similar interests gather, while they have the opportunity not only to read the posted information, but also to write messages themselves.

Since people with a clearly defined range of interests often communicate on such resources, placing ads here will as pinpoint.

However, this method of promotion has a number of disadvantages:

a lot of labor - after all, it is necessary not only to find a suitable resource and register on it, but also write a message, and then track its fate and comments on it;
owners and administrators of many resources do not like explicit advertising and immediately ban those who place it;
on many resources where the placement of advertising posts is not prohibited, there are restrictions on their number for a certain period of time;
if the advertisement seems intrusive to other interlocutors and has arisen from “nowhere”, no one will respond to it - that is, in order to earn trust, in many forums you first need to talk pretty much just like that.

Thus, this method is suitable only for those sellers whose goods or services are single, and a certain amount of time can be spent on their sale.

In addition, this option is suitable for novice entrepreneurs who do not have an advertising budget as such.

Summary analysis of the described types of online advertising

After reviewing all ten of the most interesting and popular types of advertising, it is worth mentioning which of them are the most effective, and how the cost of various promotion methods compares.

Table: pros and cons of various types of advertising on the Internet

The most expensive way to promote any service or product on the Internet is banner advertising , which requires not only payment for placement, but also funds for creating a high-quality and attractive advertisement. Also, posting information about your product will be quite an expensive pleasure. on Youtube, in mobile applications and social networks, as well as using push notifications.

As for the effectiveness of the impact on the user and the possibility of attracting the largest possible number of buyers, there is no equal contextual advertising . Taking into account the fact that its cost can be made extremely low, this type of promotion is the most optimal.

But the placement of teasers and banners, alas, will not bring much result. At the same time, if banner advertising at least provides an image component, then teasers, on the contrary, can scare away a significant part of users. Also, do not rely too much on the free placement of ads on thematic pages.

4. Pros ( + ) and cons (− ) of online advertising 📊

Like any channel for promoting a product, the Internet has certain benefits (+) over other forms of advertising.

These include:

Relative cheapness and the ability to pay only for effective advertising actions, for example, link clicks.
Advertising posted on the Internet is able to work around the clock throughout the year, there is no need to take breaks and days off.
Many Internet users easily embrace new products and services, subsequently delivering positive messages to conservative shoppers.
Huge database of analytical tools allows quickly and accurately assess the effectiveness of an advertising company, as well as make important marketing measurements which will serve to increase sales in the future.
The ability to quickly change the advertising strategy at any time with minimal cost. If an advertiser sees that a certain promotional method is not working, he can correct it before the budget allocated for the implementation of this strategy is exhausted.

The main disadvantage (-) organization of an advertising company on the World Wide Web is incredible competition . Due to the excessive number of already existing pages, as well as the placed advertisements, many users form the so-called “blind zone”, when they simply do not notice the posted advertisement, being used to ignoring it.

5. Main parameters for measuring the effectiveness of online advertising (CPM, CTR and CPC)

As mentioned earlier, one of the undoubted advantages of promoting products on the Internet is the ability to accurately measure the effectiveness of the use of each individual platform or ad.

The main indicator of how effectively this or method of advertising works is coefficient CTR . It is determined by the ratio of ad impressions to the number of active actions taken by the user. As a rule, such actions are considered to be a click on an advertisement followed by a transition to the advertiser's website.

This ratio shows how many users who were shown the ad were interested in the ad and clicked on the link to learn more. This value is very different for different types of advertising, which is primarily due to different user targeting options.

However, it is important to remember that this indicator is only a way to measure the effectiveness of attracting users to your site. It does not in any way determine the profit to be made or to be expected. After all, a person, having become interested in any product and clicking on the link, may find that the prices for it are unnecessarily high, or the product itself does not correspond to the image that was presented in the advertisement.

Also, for anyone who plans to advertise their products online, it is important to know the parameters that determine how the budget of an advertising company is determined. This CPM And CPC. Under the English abbreviation, there are two options for the formation of payment for advertising placement.

In the first case, CPM, the advertiser pays for the number of impressions of their ad. Usually calculated on every thousand views.

This pricing method can be used in the following situations:

the advertising platform has a clearly defined audience for which the proposed product will be of interest;
resource users change quite often - because otherwise the same ad will be shown to the same user several times, the budget will be wasted;
the advertiser is sure that the number of clicks will be large enough, and therefore this method is more profitable compared to the one where you have to pay for clicks.

In other cases, such payment will be irrational, because with a large number of ad views, the number of clicks is likely to be extremely low, and the cost of promotion will be too high.

Another, more common way of pricing is the strategy CPC, which is the cost per click. In this case, the advertiser pays only for really effective methods of promotion that lead to certain user actions.

In addition, not the most honest owners of sites where ads are posted often hire freelancers who click on ads for a penny, creating the appearance of the effective work of the advertising resource.

The main ways to attract customers to the site

6. How to advertise online and drive customers to your site - 2 ways to advertise online 📋

To attract visitors to your site, you need to somehow advertise it, for which you will need to use one of the listed types of promotion. In this case, you can use both your own strengths and involve specialists who know all the subtleties and nuances of this difficult matter.

About that from scratch, we have already talked about in one of our articles.