Compared with traditional advertising, the form of Internet advertising is more flexible, and billing methods can also be divided into many types according to click, transaction and other situations. Some business owners, especially traditional small and medium-sized business owners with insufficient Internet experience, often fail to understand the characteristics and billing methods of various Internet advertising forms when they try to launch online advertising, blindly choose a promotion channel that is not suitable for their own enterprises, and finally spend no less advertising expenses, but the publicity effect is unsatisfactory.
Generally speaking, if an enterprise wants to place an Internet advertisement, it needs to clarify the following points:
1. Determine advertising objectives
2. Determine advertising budget
3. Determine the channel and mode of delivery
4. Determine the effect evaluation method
Common online advertising types include video advertising, flash advertising, new media marketing, content marketing, etc. Let's talk about common Internet advertising channels according to different payment methods.
Monthly (annual) payment
Search optimization
SEO optimization is one of the most common promotion methods for enterprises to do online marketing, which is generally billed by year, and then gradually appears to be billed by quarter or month. No additional fees will be charged during the optimization period.
By selecting keywords for optimization, the enterprise's information can steadily occupy the homepage of search results, and gradually cover Baidu, 360, Sogou and other search engines to undertake accurate search traffic for potential customers.
Due to low cost, low risk and good effect of SEO optimization, it is a high cost performance delivery method and more suitable for small, medium-sized and micro enterprises to deliver.
Pay per click
Search auction
Search auction promotion is the ranking of this word by users who purchase keywords for their own web pages. Users can control their ranking in specific keyword search results by setting the price of pay per click. Generally, the higher the user pays, the better the ranking position.
Search bidding is more flexible, and enterprises can control their own release budget, which is more suitable for chain and franchise enterprises to release.
Bidding ads usually appear in the top few places of search results and are marked with "advertisement". This type of advertisement is paid per click (CPC, CostPer Click), that is, if the user clicks into the enterprise's advertising page, there will be a charge.
Pay by display
Display ads
Display ads usually take graphic display as the core form of advertising, such as Banner, vertical edge, banner and other advertising spaces in information websites. The couplet advertisements on both sides of some websites and the button advertisements in the form of company logo are also display advertisements.
Display advertising has a large investment, which is more suitable for enterprises with sufficient budget, a certain scale and in the rising stage.
This type of advertisement is usually paid by the number of displays (CPM, CostPer Mille), that is, how many people have seen the advertisement. Most of the paid advertisements are brand display, product release, etc.
The way of payment by display also includes CPT (Cost Per Time), that is, to buy out advertising space display at a fixed price for a period of time. For example, the opening ads of microblog apps are usually CPT based.
Pay according to delivery effect
Information flow advertisement
Information stream advertising is usually mixed with content. The information content such as soft articles, pictures and videos marked with "advertising" often appears in WeChat friends circle, Weibo, mobile Baidu, Today Toutiao and other APPs. This is information stream advertising, which is recommended according to users' interests.
Pay per click (CPC) or pay per actual effect (CPA, CostPer Action）。
Pay according to the actual effect of the launch also includes the following billing modes:
CPS (Cost Per Sales): billing is based on the marketing effect, which generally refers to the number of users or sales that have completed the purchase;
CPD (Cost Per Download): Pay according to the number of downloads of the app, that is, most of the money for a download;
CPI (Cost Per Install): Pay according to the number of installed apps, that is, how many people have installed apps after downloading.
Faced with a variety of Internet advertising forms, business owners must be clear about your promotion purpose and where your target users are. For example, if you want to promote a new APP, you can pay by download (CPD). If you want to improve the brand awareness of the enterprise and gain many potential customers, you can choose to do search optimization. Therefore, enterprises choose Internet advertising, especially small and medium-sized enterprises with limited funds. They must not blindly follow the trend, but rationally choose and launch according to their own product needs.
