Today, more and more large trading floors are transferred to the Internet, like mushrooms growing online stores, stock exchanges, auctions ... This market needs advertising. It is not surprising that a new type of it has emerged - Internet advertising.
For some, these are intrusive banners on the pages, but for others, it is an opportunity to tell about your product and attract new customers. The advertiser is faced with a world of wide opportunities and offers, often in his campaign is guided by myths, some of which we will debunk.
Internet Advertising Myths
The site of the company must certainly be executed in a corporate style, it must contain recognizable promoted images and a logo. The key task is to convey to the visitor information about the company itself, and not about its specific activities or sales. This statement is true for those sites that managers can leave for contact on their business cards, in the case when cooperation has already been established. This myth is spread by creative designers. If the site is beautifully drawn, then the guest sees what he is paying for, but in the case of the advertising orientation of a web product, it is more important to organize a convenient work for the visitor so that he can easily find the information he needs. Implementation of the corporate style is recommended in those places that will not interfere with the user experience.
Websites are not used by people for shopping, the main task of the Internet is entertainment and communication, dating. The bulk of purchases are made through offline advertising. Once upon a time, this myth was true, due to the fact that purchases on the Internet were unjustified - there were few chain stores, and their prices exceeded those in the real world. But in the 21st century, the situation has changed dramatically. Today the entire range of services and goods is located on the Internet; prices for them are usually even lower than in ordinary stores. Today, sellers are increasingly placing their trading platforms on the Internet, which is associated with the demand of buyers for these services. And it is much more convenient to sell and buy on the Internet, looking for the right service at the right price. After all, it is much easier to spend half an hour and make a choice than to travel around the city all day, painfully bypassing stores in search of the right product.
With the increase in site traffic, the place in the search engine results grows. This myth originates from the search engine rambler, which at the dawn of the Russian Internet added the Top-100 site rating to its search engine. Such a system was comfortable with few resources. The audience of such a rating was small back in 2003. Today, search engines don't count website traffic. In order to get into the search results, it is necessary that the pages are relevant to the user's request, as well as the correct design for finding the desired phrase. The search will give the most relevant results, which is why in order for the site to be at the top of search queries, specialists often conduct resource optimization.
To make a large number of sales, it is simply necessary that the site is bright, contains beautiful pictures, and determines the mood. Sometimes it is even necessary that the creator is well versed in Luscher's works on color perception. You need to understand why a person comes to the site. Its purpose is not to view pictures, but to obtain the necessary information. Usually people just need an ordinary color palette, which would not interfere with calmly reading text without stress. Black text on a white background is still the best solution. In order for a person to make the necessary decision, it is necessary to convince him with words, therefore it is in the text that information should be located that will enable the visitor to make a purchase decision.
The site must have a constant audience, this is a necessity. This statement is true for an entertainment resource or for those who expect frequent visits to rivals and unite them in an informal organization of critics. If your website is intended for guests who can use its services every six months, then what kind of permanent audience are we talking about? If the resource is devoted to furniture, then it is simply economically unprofitable to create a permanent audience of buyers. After all, people visit such resources extremely rarely, only when they decided to purchase the desired product.
The site must certainly have a news section, mailing list, guestbook or forum. This myth is a consequence of the previous one. Practice shows that news and distribution requires 10 man-hours per month, and forum maintenance - from 20 hours. Evaluate the direct benefit of investing in such work and decide if it is necessary. It should be noted that the development of the same forum may entail additional funds, because few people will be interested in a resource with a few posts. The staff can organize a significant influx of visitors to fill the forum, but this is not a free service.
Advertising on the Internet is annoying banners for everyone. The myth is based on the fact that this type of advertising is very well designed, it can even be automated for the work of certain marketing agencies. However, today banners do not define online advertising, covering only 10% of this market. It is based on resources that satisfy consumer needs. If the site helped to make a choice, then the client will no longer go to another place, buying a product in a favorite store. And the necessary resource is found through search engines.
There is a lot of space on the site, so it is necessary to place the maximum number of goods on it, this will allow the visitor to find the right thing exactly. This approach is applicable to expert buyers who really need to explore the entire range. The average buyer has a poor idea of the product, therefore subconsciously expects help from the store in purchasing it. Often for this, the choice is deliberately limited to 3-5 positions. This approach can lead to the loss of 1 to 10% of expert buyers, but will attract the remaining 90% who will choose the product in particular and the company in general.
The site must be registered in all sorts of ratings, catalogs and search engines. Such offers are technologically easy to implement, but they sound beautiful - who would refuse a tempting offer to get into thousands of catalogs? But it is usually not explained that these collections are of a worldwide nature, including referring to some exotic countries in Africa and South America. Do you think your ad will be effective with this targeting? It is really necessary to register in the largest domestic search engines. An experienced resource creator will certainly use specialized resources to register in a couple of hundred of the main catalogs available. Registration should be purposeful, otherwise the effort and money spent will be in vain, and the future promotion of the resource will be complicated.
Advertising on the Internet is inexpensive, which is evidence of its ineffectiveness. Ever since the emergence of commodity-money relations, the myth “A good thing cannot be cheap” was born. With the advent of the Internet, this myth migrated to Internet advertising. To debunk this myth, just look at the prices for placing banners on the main pages of the largest search engines like Yandex or the Mail.ru mail system, as well as significant figures from the largest corporations of Beeline, MTS or General Motors for advertising on the Internet. You cannot apply the concept of "cheap" without realizing what exactly is cheap. Any advertisement, regardless of location, has general indicators. These are the cost of one contact, the size of the audience, the cost of a customer call and others. To draw full conclusions about the effectiveness of advertising on the Web, it is necessary to compare the audiences that cover print and online publications, to estimate the cost of contacting this audience using different communication means. To understand the real state of affairs, even rough estimates are enough, and the assessment of the result of advertising on the Internet, by definition, is easier to assess, although the assessment of the effectiveness of its application is not so simple.
The highest quality visitors come through contextual advertising. This type of advertising has a clear growth trend, which confirms the interest of advertisers in it. This is also due to this myth, which is why advertisers do not bother themselves with statistics and detailed calculations. How to measure this notorious quality of a visitor? Usually, they operate by converting a visitor to the advertiser's website into a real client. Online stores can easily calculate how many of the visitors who came through the advertising link bought the product or put it in the basket. If the site offers a subscription to any courses, this will be the number of subscribed visitors. Another indicator, CPA (cost per action), is also applied. It is calculated as the ratio of the total cost of an advertising campaign to the number of attracted visitors who made the required action or purchase. Naturally, companies strive to minimize this indicator. It turned out, on the example of large Internet projects, that CPA for contextual advertising is higher than for other types of advertising companies, including for conventional banner advertising. So, in terms of this indicator, contextual advertising is not at all the most profitable on the Internet. An advertising campaign should be carefully planned based on needs, and not guided by common ideas and myths.
The best advertising is thematic, it is better to advertise cars on automotive resources, mobile phones - on resources about mobile technology. Again, the reason for this misconception is the similarity of such advertising with traditional print media. It should be noted that the thematic resources really deal with the target audience. But this fact is well understood by the owners of such thematic sites. As a result, the prices for ad placements are formed taking into account this knowledge. The advertiser quite reasonably wants to know how much each potential client costs him, how much does a click or even CPA cost? And it's easy to calculate this figure, especially since many banner networks often offer pay-per-click advertising. And here it often turns out that the cost of clicks on a thematic resource is several times higher, or even ten times higher. The difference in the price of an impression on such resources is explainable, especially if the advertisement is of an image nature, but the significant difference in the cost of a click is perplexing.
The quality of a visitor from a thematic resource is much higher. In fact, in essence, the quality of the same person is compared, who sees the same banner, but only posted on another site. The quality of the visitor actually depends on the quality of the offer, on the quality of this very banner, on how honest the banner itself, on its format, and only last but not least on the place where it is placed. To dispel possible doubts, calculate the CPA, or the percentage of the profit of a particular purchase attributable to advertising actions. Online stores usually allow you to generate all the necessary statistics and calculations.
It is better to advertise on a popular resource rather than using banner networks. This myth is one of the professional ones, which is why it contains a particle of truth. To understand the true state of affairs, one could simply compare the audiences of banner networks and popular sites. However, not all banner networks can provide accurate information about the portrait of their visitors. If we talk about the leaders of banner networks, then everything is clear with them - their audience is the entire Runet. The situation is more complicated with the audiences of popular resources. In fact, it is clear that the more famous the resource, the closer its audience coincides with the portrait of Runet, but there are only a few such popular sites. Today the sites themselves are trying to get the most reliable data about their visitors, to draw up a general portrait, but this task is quite difficult. It was only with the arrival of the research companies TNS Gallup Media and Gemius in Runet that the sites were able to evaluate their audience by outside observers. Often, the data of such studies are published in the public domain on the Web. Today, serious clients are less and less likely to request to place their advertisements on a good or well-known resource. There is a clear trend towards the development of contextual advertising (as well as thematic and search), as well as various types of banner advertising with narrow targeting.