Everything you need to know for those who want to advertise online
If you're not sure whether online advertising is right for your business, consider these facts:
- You don’t need to have a website to advertise on the Internet;
- you can contact each potential client personally;
- banners on billboards are placed online for only 300 rubles;
- there are tools that remember everyone who visited your store;
- you can order advertising from famous bloggers without even meeting them.
And these are not all the possibilities available to every company, regardless of budget. Advertising on the Internet helps to develop any business simply and effectively.
Among the advantages of online advertising:
- interactivity - interact with potential clients;
- precise targeting - displays only to a specific audience;
- wide coverage - can be broadcast all over the world;
- high accuracy of performance assessment using multiple metrics;
- budget savings - settings can be optimized manually and automatically.
The main thing is to choose the appropriate channel and configure it correctly. We'll tell you how to do this now.
contextual advertising
Business goals
- Increased sales
- Introduction of new products
- Expanding the target audience
- Increased brand awareness
Description
Promotion using contextual advertising involves selectively displaying ads to web page visitors whose interests or search queries match the topic of the advertised product.
There are two main types of contextual advertising placement:
- search network - search results from Yandex, Google, Bing, etc.
- partner resources - millions of sites and applications included in the Yandex Advertising Network (YAN), Google Display Network (KDN), etc.
The first type is traditionally designed for text formats and is aimed at increasing sales volume. The second is more often used to increase brand awareness and supports display ads more widely.
In response to their query in search results, users first see advertising (paid) ads that are relevant to the user's search query
How to get started
The most famous contextual platforms are Yandex.Direct and Google Ads. To launch a contextual campaign, you need to select keywords, create ads and catchy headlines for them, upload pictures and videos for YAN and Display Network, select a bid per click, create UTM tags for performance analysis, assign landing pages and set up targeting correctly. Read more about setting up contextual advertising depending on your business goals in this article.
It’s not difficult to launch contextual advertising yourself. It is more difficult to make it profitable and effective. To avoid wasting money, you can contact specialists or take a training course.
There is a simpler solution - connect to an automation service, for example, Click.ru. It’s easier to master than manually setting up campaigns, and the service will take on most of the labor-intensive and routine tasks. Thanks to a set of free professional tools - a built-in keyword selector, an ad generator, a media planner with smart adjustment to a given budget, an auto bidder - the process of managing advertising campaigns will be significantly reduced, and a return of up to 8% of the amount of costs will allow you to significantly save on advertising.
Advertising on the Internet - how to place ads and attract customers to the site
The Internet is a promising direction in the advertising industry. This is where aspiring entrepreneurs should invest money and effort.
Marketing agencies and institutions continue to search for new methods of influencing clients, channels and tools for placing commercial content within the online universe.
A well-organized online advertising campaign brings companies millions in profits and opens up new markets for services and products.
For beginners and existing entrepreneurs, there are 2 ways to advertise – on their own and with the help of professional intermediaries.
The first option is free: you will only waste your own time. In the second case, you will have to pay, but the profit from professional advertising is usually higher.
Option 1. Do it yourself (free method)
How to place advertising on a website for free? Directly - you make contextual advertising and place it on your resources, blogs or pages on social networks. The financial costs are zero, but you will have to spend more than one hour of time creating attractive and interesting content.
Some advertising services offer free trial periods to test the effectiveness of the tool. You can take advantage of such offers if your company’s advertising budget is limited.
Other free advertising methods:
- Internet bulletin boards;
- forums;
- question-answer services;
- self-produced videos;
- information on social networks on your own pages or in communities you create.
As you can see, there are a lot of ways to express yourself in the online space; the main thing is to have the desire, time, goal and act systematically and methodically.
Promotion of goods on forums or communities must obey certain rules.
You can also make money from affiliate programs by advertising your affiliate links on third party sites and forums.
Tips for self-advertising services and goods:
- When registering on forums , indicate the real city where you live (if you report that you live in Berlin, but the IP address reveals that your city is Moscow, you may be denied access);
- First, create a reputation for yourself , and only then start an advertising campaign.
- Use discussions and connections to offer your products organically and relevantly.
These recommendations are general in nature, but compliance with them guarantees effectiveness and safety. Choose the most visited forums and communities where real people - your target audience - communicate daily.
Option 2. With the help of professionals (paid method)
If your company has a budget, use professional promotion methods. These tools also need to be used competently and correctly.
1) Freelancers
For SEO promotion of websites, they hire professional performers who correctly enter advertising keywords into useful and interesting content for the reader. It doesn’t matter what services and products your resource offers, the main thing is to attract the target audience.
Optimization and contextual advertising are carried out by both large agencies and marketing studios, and “freelance artists” - people who speak style and know how to express their thoughts in an interesting and accessible way.
2) Specialized advertising agencies
If you assume that you will need a professional team to competently manage your advertising budget, feel free to contact an advertising agency.
Large and small advertising agencies are multiplying in the Internet space at a high speed. More and more owners of online stores and commercial sites are realizing the promise of professional advertising.
Qualified agency employees study the features of your business and themselves propose, develop, and implement the most effective marketing techniques.
We will not advertise the most famous and current studios here: if necessary, finding them on the Internet will not be difficult.
3) Internet advertising services
We wrote about advertising placement services above: the most relevant systems of this type are Yandex.Direct and Google Adwords. Working through such services involves additional costs, but with the right approach they will pay for themselves many times over in the future.
If you do not want to understand these advertising systems, we recommend that you seek the help of a director - a specialist in contextual advertising. Such a person will help set up advertising and make the maximum return on it with a minimum advertising budget.
Another, perhaps the most attractive option is to advertise through an automated promotion system.
For example, the click.ru service has been used by businesses for many years to work independently (without agencies and directologists, whose services cost a lot of money) with contextual advertising in Direct and Adwords. Automation protects beginners from mistakes, which increases the efficiency of promotion.
In conclusion, we recommend watching a video from Google advertising specialists:
Display advertising
Business goals
- Introduction of new products
- Expanding the target audience
- Increased brand awareness
- Increased sales
Description
Advertising using media formats: banners, teasers, pop-up windows, blocks in email newsletters, etc. It attracts an interested audience, expands reach, and increases attention to a brand or product. Its main advantages are precise targeting according to the interests of the audience and visualization, which attracts attention to a greater extent than the text format.
An ad in the form of a banner in search results in response to a user request attracts attention better than a text ad
The traditional payment scheme is CPM, or cost per 1,000 impressions. However, there are sites that support bid per click.
How to get started
Media placements can be purchased directly from the owners of web resources, published for free as part of an information partnership, or purchased automatically on sites like Yandex.Direct, Google Ads, Begun, [email protected], etc.
One of the latest innovations among media formats is digital outdoor advertising in Yandex.Direct. Any advertiser can place it, the minimum budget is only 300 rubles per day.
Websites for advertising in browsers
☑ Teaser
, ☑
Surfearner
, ☑
Teaserfast
, ☑
Payad
, ☑
Surfe
☑
Teaser.tech
, ☑
Advprofit
, ☑
Teaserstar
more details.
All of the above types of advertising can be classified as motivated advertising; then we’ll talk about advertising that attracts interested users, but also costs more.
Targeted advertising
Business goals
- Increased sales
- Introduction of new products
- Expanding the target audience
- Increased brand awareness
Description
Targeted advertising is called advertising on social networks - VKontakte, Facebook, Odnoklassniki, etc. Advertising is configured in such a way as to reach an audience that meets specified parameters: demographic, psychographic, behavioral. Targeting allows you to select from the multi-million audience of social networks exactly those target segments for which the advertisement will be most in demand.
Targeted advertising includes different formats: posts in the news feed, “carousels” with media content, banners on the pages of the network and partner sites, advertising in stories, etc.
An example of an advertising entry on VKontakte in the form of a post in the feed
How to get started
Targeted advertising is launched through advertising accounts of social networks. Impressions, transitions or targeted actions are paid. Most user characteristics are available in the settings - gender, age, education, position, participation in communities, etc.
Using special services—audience parsers—you can create lists of specific accounts to display ads. Simple, but powerful and free parsers are available in the Click.ru automation system.
Some platforms, for example myTarget, can create audiences based on offline customer behavior. With their help, you can set up retargeting, that is, show special ads to those who visited your store or purchased certain products from it.
Targeted advertising with retargeting for former Shefmarket clients
Cheap Teaser Advertising
Teaser themes combine contextual and banner advertising and allow its users to conduct advertising campaigns using teasers - an advertisement containing a picture and a brief description of the advertising product. The cost of such inexpensive advertising starts from 20-40 kopecks per click of an interested visitor.
☑ TeaserNet
, ☑
Visitweb
, ☑
Recreativ
, ☑
Adbean
, ☑
Teasermedia
, ☑
Directadvert
, ☑
Adsyst
, ☑
Globalteaser
, ☑
A-ads
, ☑
Adlabsnetworks
Actionteaser
, ☑
Bodyclick
, ☑
Redclick
, full list.
SEO
Business goals
- Expanding the target audience
- Increased sales
Description
SEO (Search Engine Optimization) is a website optimization measure that increases its position in searches for relevant queries. With successful SEO, users see you in the first lines of Yandex or Google when they search for something on your topic. This way you get additional traffic, which can be turned into a flow of new clients.
SEO helps you take a leading position in organic (not paid) search results.
How to get started
There are many useful resources on the Internet that help you master the basics of SEO: free Cybermarketing video courses, the Searchengines forum, thematic news portal SeoNews, the PromoPult.tv YouTube channel, which teaches how to work in the automated search engine promotion service PromoPult, etc. Learn to promote a small website on your own with their help is quite possible. Freelancers and SEO agencies can help with larger projects - the cost of services is set individually.
TOP 9 advertising methods
I often laugh at the owners (don’t tell anyone about this) when I hear: “Well, we made a website, but there are no clients!”
This is the same as making a good restaurant without a sign and doors. I have no doubt that your restaurant will turn out to be good, but without a “portal” how will they get to you? Underground or through windows?
Although there are always such craftsmen who, even on unknown sites, groups in social networks. Somehow they get into the networks. It’s a pity that we see their presence only through statistics, and not in the form of money or purchases. Therefore, the result of the fable: you always need to attract clients; they will not come to you on their own.
Except for those that can be called “statistical figures”. Therefore, let's now study the main channels and methods of promotion and advertising on the Internet in our time.
contextual advertising
Yandex Direct and Google Adwords. If you don’t know what it is and what it looks like, here are examples.
Yandex Direct Advertising
Google Adwords Advertising
The principle is very simple. A person enters the phrase he is looking for in a search engine (most often Yandex or Google) and he is offered sites where he can view or buy what he was looking for.
You will pay not for views, but for clicks, in other words, for the number of people who will go to your site. Ideal scheme.
On the topic: Contextual advertising is... Educational program on the topic.
This is the very first and main tool that I immediately recommend to get hot clients.
Moreover, as I wrote in my article about native advertising, most buyers do not even understand that they are following an advertising link.
SEO Marketing
It is very important for you not to confuse this point with the previous one. If in contextual advertising you pay for specific people (for clicks) and stand in strictly designated places for this with the mark advertising, then in SEO promotion of a landing page you do not pay per click, you optimize the site. Make it so that your “site pages” coincide in “meaning” with customer requests.
And based on this, you occupy one of thousands of positions in search engines. In simple terms, your site will be shown by numbers 1,2,3, etc.
SEO promotion
Of course, it looks quite clear and incomprehensible at the same time, so be sure to read our articles about SEO.
On the topic: 1. SEO marketing: Your contribution to the future; 2.SEO copywriting: what it is + examples.
And remember once and for all: such advancement is not fast, not at all fast. You need to focus on getting the first results in at least 3 months.
Targeted advertising
Those same annoying ads on social networks advertising a product or service. Below is an example of targeted advertising on VKontakte and advertising on Facebook.
Advertising on VKontatka
Facebook Advertising
Their main task is to get the person on social networks to take the desired action:
- Went to the site;
- Joined the group;
- Installed the mobile application;
- And much more.
It seems to be the same as Yandex Direct, but the main difference is that in targeted advertising you can precisely focus on your target audience.
For example, “Girls from 20 to 25 years old. Married. They use apple technology. They fly abroad at least once a year. And who will have a birthday in 2 weeks.”
I suggest paying special attention to Facebook. Setting up targeted advertising there is not so complicated, but the purchasing power of the audience is quite high. But still, a lot depends on your target audience.
WE ARE ALREADY MORE THAN 32,000 people. TURN ON
In-scale / marketing
Content Marketing
We have an article on every topic, and content marketing is no exception, read about content marketing strategy.
The point is that you do something free for consumers, give them useful content that influences their trust and loyalty to you. Among the main methods are:
- Youtube channel (and here’s a hint for you on how to get a video to the top of Youtube and everything about advertising on YouTube);
- Publication of articles in thematic media (online and offline);
- Conducting webinars.
And definitely! A blog as cool and interesting as this one. True, the results are not quick, of course. But you got it right, we are looking long-term and farooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo
Important. If you want to set up advertising effectively and save your budget, I recommend the promopult.ru service. In addition, it has bonuses that will help increase conversion and attract more customers.
Email marketing
Most likely, your question now is how does this apply to classic business? It’s also applicable, here I told many different examples.
The next question that should arise. Isn't it difficult? Yes, you are right, it takes time to do well.
And last questions. “So this is long? What kind of quick money can there be?!” Maybe some more. We have cases where, after a client entered the email funnel, he made a purchase literally within 5 minutes.
Well, okay, let's say these are fairy tales! But in a week or two, a client can buy something by receiving sales letters? Maybe. And the main beauty is that all this can work completely automatically.
True, behind the call to subscribe to your newsletter there should be a funnel like this, so that they actually buy, and not just flounder there.
Auto funnel
So that, as I already wrote, the client makes a decision about a purchase at least 1-3 days in advance, and does not decide forever.
You yourself understand that when using such a channel, those who are still thinking about buying, as they say, “ripe”, can become your clients. So you can help them decide faster with your e-mail marketing
