How to do a good job in media advertising marketing

(1) Analyze competitor data. First, investigate how competitors position their advertisements. We should not only know the relevant information on the competitor's home page, but also know the information on the sub-page. At the same time, we should not ignore the tracking research on logo advertisements and text links, sponsor status and e-mail addresses. It is also necessary to know and pay attention to some indirect competitors, but provide interesting advertising models.

② Determine the "hot spots" on the website. Put yourself in the position of potential customers. What is the most attractive part of your website? How much will you pay for these "hot spots"?

A good way to measure these "hot spots" is to look at the log file to see which pages get the most impressions. Most media buyers will not buy website advertisements unless you can guarantee how much money you will get (surprisingly, many websites can't provide this information).

(3) Decide your logo advertising standards. Study all possible logo advertising sizes/types that your website can provide. Generally speaking, the most commonly used logo advertisement sizes (width x height pixels) are 468X60, 125X 125, 234X60, 120X60, 88X3 1. In addition, if you don't want to dazzle the website, static advertising is an ideal solution.

(4) Study the feasibility of mailing list. At present, e-mail sponsorship is a popular means in online advertising.

⑤ Advertising pricing. The price should be based on supply and demand. Some technical websites directly affect the main target audience, and the price of logo advertisements may be $0/00 per CPM/kloc, while those websites with a large number of non-target audiences may only be $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.

Providing customers with advertising-related information, such as CPC (cost per click) or the actual operating cost of the advertising model, is attractive to potential advertisers because of its low risk. In addition, the pricing models of different types of advertisements are also very different (for example, the differences between text ads, logo advertisements and e-mail advertisements).

(6) Provide advertising packages. Media buyers like the website to display all the advertisements in a centralized way, because it is difficult for advertisers to find all the advertisement positions on the website. If all advertising forms are concentrated in the form of package, it will be very attractive to customers.

(7) Allow third-party advertising services. It is very important that websites allow customers to use 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 biggest websites, such as AOL and Netscape, still don't allow any third-party advertising services.

(8) Disposal of unsold advertising space. I saw a statistic that 75% of online advertising space is idle, and there are some ways to avoid losing advertising revenue.

You can consider joining the advertising information network, which accounts for most of your total advertising and sells advertisements for you every month. The best way is to investigate and compare advertising information networks extensively according to their impact on advertising revenue.

Note: If your website has only a few visitors, it may not attract much attention. Advertising information network generally gives priority to the sale of "famous websites" advertising space. If you don't choose advertising information network, you can also auction advertisements on media auction websites, such as AdAuction.com and AdOutlet.com. These websites sell your advertisement to the highest bidder, which is a good way if there is extra advertising space.

(9) Pay close attention to tracking/optimization technology. Most large websites use some advertising circulation software to control all advertisers. You need to provide a complete advertising service system, allowing you to upload advertising patterns, set the start and end dates of advertising activities, and provide customers with a complete report at the end of the month.

An important feature provided by this technology is that it can optimize your activities. This service can distinguish between good websites and bad websites, and the effect you have achieved in improving advertising activities is easily recognized by users.

Advertising service technology can also calculate the cost of each impression or click, as well as run rich media advertisements and track advertising results. If you think online advertising is an important business content, this kind of software is essential.

(10) You need competent salespeople who know your website as well as your competitors, and you also need some online media tools that are helpful for business development.

Remember: media buyers can't spend a lot of time reading many news, visitors' comments and other articles about your website, so it is very important to clearly announce your charging standards and contact information in a prominent position. At the same time, don't forget any publicity opportunities offline, including everything in the toolbox, T-shirts and even slogans posted by salespeople on car bumpers.

Listen to potential customers: What kind of advertisements do they seek? What part of the website are you most interested in? What can promote buying? The voice of customers is the best information source to expand advertising sales revenue, which helps you to formulate basic online advertising sales strategies.

Please remember that the successful sale of advertising space requires the investment of human resources and technology.