Let's talk about what gives Internet advertising how interesting it is for both parties (the advertiser and the owner of the advertising platform), which types of online advertising now relevant, how they differ from each other, and which one is better to choose, again, for both parties.

Today, almost any line of business needs advertising: well-thought-out and effective advertising campaigns stimulate the growth of a business and, accordingly, the income that it brings.

This statement can be fully applied to business on the Internet. By the way, in terms of the pace of development in recent years, it occupies a leading position among all other areas of entrepreneurial earnings. Thousands are created every day, many of them are successfully developed and bring income to their creators.

Placement of advertising on the Internet puts its main goal provide transitions to the advertiser's website by a user who can then order a product or service, or simply stay on the site for some time (even the second option will be useful to a certain extent).

Advertising on the Internet: price.

1. Pay per view (period)- a specific period of advertising placement is charged (as a rule - 1 month, it can be any other number of days, hours, months).

2. Pay per view (exact amount)– a tariff is set for 1000 views ad block and the counter of its impressions, the exact number of impressions is paid based on the established tariff.

3. Payment for transfers– a tariff is set for 1 transition (advertising click) and a transition counter, the advertiser pays only for the actual number of visitors who went to his site through advertising.

4. Pay per action- only those transitions are paid, as a result of which the user performed a certain action (paid for a product or service, registered, etc.).

The latter option is the most highly paid (in some cases, the price for 1 action can reach up to $100 or more), but you can often wait for such an action indefinitely, and never wait.

Types of Internet advertising.

Now consider the most popular types of online advertising that are relevant today.

1. Banner advertising on the Internet. Advertising banners are graphic or animated pictures, when clicked, the user goes to the advertiser's website. Banners are most relevant for image advertising aimed at popularizing a brand, because even if the user does not click on the banner, he still has a picture, logo, company name, type of product / service, etc. in his head, therefore , when in the future he needs this product or service, he can find the advertised company through the search by typing its name, remembered by the banner.

There are established formats (sizes) on the Internet advertising banners, for which advertising spaces on the sites were originally prepared. The most common among them are 728*90, 468*60, 160*600, 200*200, 250*250, 300*250, etc. Although, of course, each site has its own characteristics, and if you wish, you can always agree on placing a banner of a non-standard size.

2. Teaser advertising on the Internet. Advertising teasers are graphic or animated pictures of a shocking or intriguing nature, provided with text that encourages the user to click on the advertisement. Well, for example, “I make $100 a day! For this, it’s enough ... ”or“ I lost 15 kg in a month, just because I drink every day ... ”. You must have seen them all the time.

Internet advertising includes any type of advertisement, the main distribution channel of which is the Internet. And here everything is not as simple as it might seem at first glance. With a skillful approach, its use can contribute to business growth, but if you act carelessly, you can, on the contrary, quickly drain the entire budget without getting the proper return.

Majority advertisements on the Internet are not focused on you as an individual, but rather based on a certain category of data, such as demographic and geographic information (age, gender, place of residence), interests (cars, travel, etc.) and a number of others.

At the heart of everything here is such a thing as "relevance", that is, advertising both in the search engine search bar and on the sites you visit is shown in such a way as to be as useful as possible and best meet the interests of the user.

To better understand how all this happens on the Internet, I decided to prepare this article, in which we will analyze in detail such things as the most common pricing models in online advertising, its types, as well as the main pros and cons.

Basic pricing models in online advertising

There are quite a few of them, but in fact, 90% (if not more) of all transactions occur based on two main pricing models.

CPM (cost per thousand impressions)
Payment is calculated based on the number of impressions of an audience ad or banner, regardless of whether users clicked on it or not. It is clear that there is no additional fee for transitions. Most often, payment for impressions is applied when placing media advertising, for example, banners.

Advantages of the CPM model:

• as a rule, low price;
• ease of budget forecasting, since the rate per thousand impressions is fixed;
• guarantee that your ad will be shown as many times as you need.

Disadvantages:

• Impressions do not guarantee conversions, so the budget can be spent inefficiently;
• it is difficult to predict the amount of traffic that can be received with a certain number of impressions;
• low conversion rate and "banner blindness" in the audience.

PPC (Pay Per Click)
The essence is clear from the name itself - you pay only when users click on your ad and go to the landing page. That is, no matter how many impressions there are, you pay only upon the fact of the transition. This pricing scheme is used in contextual and teaser advertising.

The advantages of the PPC model include:

• unlike impressions, the number of clicks is easy to track: who and when clicked on the ad, and what were their further actions on the site;
• less risk of overspending the budget, since you buy as many clicks as you need;
• the possibility of limiting budget spending for a certain period of time;
• the ability to target by demographic, geographic and other parameters;
• In terms of ROI, PPC advertising can be a much more effective way to drive traffic than paying for impressions.

There are also cons:

• the cost of a click is usually formed on the basis of an auction between advertisers, which in highly competitive topics can make the cost of user acquisition very expensive;
• transition potential client to the site, does not guarantee the commission of a conversion action on its part. Perhaps he is just interested, but he is not going to buy anything;
• until you learn how to properly optimize a campaign, you can spend a lot of money on experiments;
• According to statistics, a certain proportion of clicks on ads are random on the part of the user. You still have to pay for them.

Pricing models other than the two discussed above are rarely used. Therefore, it makes no sense to write about them in this article.

Types of advertising on the Internet

In total, there are 5 main types of online advertising, each of which has its own characteristics, advantages and disadvantages. Let's consider them further, with examples.

contextual advertising

This type of advertising got its name due to the fact that ads are adjusted to the interests of the user. For example, when he reads an article about choosing a lawn mower, he is shown ads with offers from online stores that sell these same lawn mowers.

So on the sites that are part of the partner network of this provider. Example with Google AdWords:

Plus contextual advertising that you can clearly manage your campaign budget by displaying ads exclusively target audience. This is a great way to quickly attract visitors and generate sales, which is relevant, for example, for online stores and other similar types of businesses.

Display advertising

It is also called banner, and this is, without exaggeration, the oldest type of Internet advertising of all currently used. In addition to direct placement, media advertising available for use in Google AdWords. An example of placing a banner on one of the popular sites:

Payment, in this case, is carried out for impressions, which makes it not as effective as, for example, PPC. In addition, the spread of ad blockers makes itself felt, which primarily hits traditional banners.

Nevertheless, this type of advertising does not lose its relevance, as it is well suited for solving a number of marketing tasks. For example, increasing brand awareness, launching a new product on the market, or the same remarketing. Also, it shows good results when promoting certain types of services.

teaser advertising

A rather specific type of advertising, the essence of which is the compilation and display of ads to the target audience with attractive images, intriguing and catchy headlines. The main goal is to attract the attention of the user and push him to make the transition, even if it can be called the target with a big caveat.

The placement of such advertising is carried out through special partner networks, and the cost per click is usually quite low for both the advertiser and the webmaster. Taking into account the peculiarities of the format, teasers are actively used to promote goods, which are characterized by more emotional demand. Successfully selling something expensive with their help is unlikely to succeed.

Advertising in social networks

Considering how much information they know about their Facebook and VKontakte users, it is not surprising that targeting is possible down to the smallest detail, which is almost impossible to do with other tools.

Depending on the type of placement and the format used, it is possible to pay for clicks, impressions or a specific target action (subscription, etc.). For example, Facebook's right sidebar shows pay-per-click ads:

And in the news feed of users, ads with payment for the number of impressions:

Retargeting

Also known as remarketing, it can be a very effective promotional tool. But, in order to apply it in your marketing strategy, your site must have a certain amount of traffic, at least 5 thousand visitors per month and above.

This technology is based on the use of cookies (“cookies”), a simple Javascript code that is invisible to site visitors and does not affect the speed of its operation. This code "settles" in the browser of the user who once visited your site, and is stored there for a certain amount of time.

Then, when the user visits other sites on the Display Network, they are shown ads that lead to your site with a call to action. Thus, you are addressing those people who have already visited your site, which means that they will be interested in your offer with a high degree of probability.

conclusions

Internet advertising is a very effective marketing tool, and in skillful hands can turn into a real pipeline for attracting customers for business. The main thing here is the desire for efficiency and you need to start small, experimenting and measuring the results.

Paid advertising in the form of buying traffic, however, should be considered as a short-term way to increase website traffic and sales, but should not be placed at the center of your marketing strategy. Instead, focus on online business development methods that will work for you in the long run.

For example, fixing bugs and work, regularly filling it with high-quality and unique content will contribute to the growth of free organic traffic, which is much more profitable in the long run.

Good afternoon, dear readers of the HeatherBeaver business magazine! The founders of the site Vitaly Tsyganok and Alexander Berezhnov are with you.

We will also talk about the history of online advertising, the rules for placing advertising content on websites, ways to increase the effectiveness of advertising with practical advice and real life examples.

1. Advertising on the Internet is a new trend of the 21st century

Any commercial project needs to be promoted and expanded. Today, almost all companies and organizations have their own representation on the Web in the form of a resource, blog, page in social networks.

However, the creation of a website and even filling it with relevant content does not guarantee an automatic increase in sales and growth in the popularity of a commercial project. About that, we have already talked about in one of the previous articles.

It is necessary not only to be present on the network, but also to place competent advertising on the Internet, as well as spend money or time on promotion, promotion and increase in site conversion.

Advertising on the Internet (the English term " Internet Advertising» ) is a relatively new phenomenon, just like the World Wide Web itself. Even 15-20 years ago, of all types of advertising on the Internet, users and advertisers were familiar with only one option - spam mailing.

Today there are dozens of types of advertising on the World Wide Web. There is free online advertising, paid (professional) advertising on websites, in social networks. There are Internet advertising agencies that use the latest technological advances in their activities.

This market began to form in the mid-90s of the last century, but until the early 2000s, the worldwide network was not considered by advertisers as a priority advertising platform, although the most advanced companies already practiced promoting goods and services on the Internet as an auxiliary channel for implementing their marketing campaigns.

The rapid development of the World Wide Web has led to a change in economic policy. Since the mid-2000s, the Internet has become the main channel of influence on consumers .

This fact is associated with the following circumstances:

• the steady growth of Internet users and the increase in their time spent online;
• development of wireless communication technologies;
• advent of mobile Internet;
• the development of the Internet economy and the spread of trade through the World Wide Web;
• the emergence and development of technical platforms for managing online advertising.

In addition, new analytics systems have emerged to quickly and accurately measure the success rate of online advertising.

The basic principles of online advertising are similar to those in traditional media. The fundamental difference is that in the network space, consumers are almost always required to actively participate - advertising starts working when the user performs some action.

Typically, such an action is a “click”, following a link, registering on a specific site, or other types of activity.

The most promising direction of online marketing is targeted advertising: attracting the target (targeted) audience with the help of highly targeted advertisements, banners, videos.

Exists a large number of forms of transmission of commercial messages - advertising in the browser, pop-ups, aggressive teaser advertising, advertising in Google, YAN - Yandex advertising network - contextual advertising hidden inside the arrays of information, banner advertising.

We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."

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 the repair goes to the site accepted in advertising network 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 applications

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 display options that are collapsed, by which for them full view you need to click or drag them. 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. Can be disguised as news feed or under 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 in the Web, voice bots, the "penetration" of the Internet in 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 banner ones, but graphic images are supplemented with text with an active link and have a smaller 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

Newsletters via 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&U is promoted by issuing useful tips, descriptions, recipes, options for solving visitors' questions with a direct link to the promoted T&U. 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, strictly punished by hosters and search engines, are not perceived by 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 practices T&U 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

1. 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 cash. Large firms order marketing research, and 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 recent years, there has been a high growth in the volume of advertising placed in global network. This is due to the rapid development of the Internet, as well as an increase in the number of its users. Today there are a variety of ad formats. They are text and graphics, animation and video. However, now not only owners of laptops and computers can see ads on websites. The coverage of the user audience has expanded significantly with the development mobile internet. Advertising posted on websites is now quite accessible to users of tablets and smartphones. But you can see ads not only here.

Quite effective advertising on the Internet is in social networks, as well as on YouTube in the form of videos. The last two methods are the most promising in terms of attracting the target audience, as they have flexible targeting. The settings of the latter select from the entire audience of users only that part of it, to which this particular ad will be relevant, as well as those goods or services that are mentioned in it.

Effective Advertising on the Internet may have different forms. These are pop-up (aggressive) pop-under and pop-up windows, animated and graphic banners, display ads in videos, teasers, contextual text ads, individual lines, as well as information in mailing lists. Consider the types of the most effective advertising on the Internet in more detail.

banner

Under this type of advertising understand the usual image. Most often, it comes in the form of animation and has an active link to a page that needs promotion. But sometimes banner advertising on the Internet is represented by a static picture. The main purpose of such ads is to increase brand awareness of the company.

The banner has strictly fixed dimensions. The most popular of them are 240 x 400, as well as 468 x 160. A static picture is in png or ipeg format, and animation is in flash or gif.

Banner advertising on the Internet can be seen in the most successful places on the site in terms of marketing. Usually it is placed on the side of the main text or in the header of the resource. Sometimes this type of advertising is located between the logical sections of information located on the site.

Banner advertising in the Global Network is published on websites with related topics. Such a marketing move allows you to attract to the ad exactly the audience of users who are most interested in the proposed product or service.

If we consider the technical side of banner advertising, then it is nothing more than HTML code. It is embedded in the structure of a web page and then reproduced in the form of a poster that provides the necessary information.

The launch of advertising on the Internet occurs at the moment when the user opens a particular information site. At the same time, he sees a banner presented in the form of an interesting and profitable commercial offer. Such effective advertising on the Internet allows site visitors to solve their life problems. And do it at a professional, high enough level.

For those who do not know how to advertise on the Internet, intermediary services offer their services. They are special platforms for announcements. The main meaning of such banner aggregates is that webmasters go through the registration procedure, and then receive a certain list of advertisers for use. From this list, you can select the topic of the resource that interests the customer, and then submit an application to the advertiser to place the necessary information. Those who have successfully completed this procedure are given HTML codes, which can be used to place banners on the site.

Such advertising on the Internet brings site owners a significant profit, sometimes reaching up to 80% of the cost of the advertised product or service. However, it is worth noting that the process described above is not as simple as it might seem at first glance. The fact is that you can get a decent income only as a result of intensive work with site traffic, which will increase the coverage of the target audience.

It is also worth noting that despite the fact that today banner advertising on the Internet is effective, sometimes it does not give its results as quickly as we would like. Nevertheless, the impact of such information is very effective from the point of view of psychology. The fact is that the user can go to one or another network page for a long time, especially without paying attention to the information indicated on it. Additional information. Gradually, the banner begins to be perceived by the human subconscious as an integral part of his environment. After that, the user begins to wonder that the information that is constantly nearby is unknown to him. The interest that has arisen can play a decisive role in the perception of banner information. Indicated in it offer, most likely, will seem very attractive to the user, and in the future he, with a high degree of probability, will become a regular client of the company.

Banner advertising on the Internet is considered very effective. However, in Lately she began to give up her position somewhat. After all, rapid development continues information technologies and marketing techniques that currently offer more advanced teaser and contextual ads. Despite this, many advertisers continue to use banners that provide high and at the same time stable income.

Context information

Similar announcements are included in the list the best advertising in the Internet. This is information corresponding to the content of the content of the page on which it is displayed. It is a powerful tool that allows you to attract new customers in the shortest possible time.