Which advertising is the most effective: statistics and examples. What is the most effective advertising for small businesses? What is better to advertise on the Internet?

Advertising is necessary for promotion and promotion of a website, brand, or services on the market. Therefore, it is useful to know what types of advertising on the Internet exist in principle, so that if necessary, there is plenty to choose from.

Advertising as an engine of trade has existed for a long time. And it appeared on the Internet when the Internet became accessible to the masses. The Internet, along with newspapers, television and radio, has become a very promising advertising niche.

At the moment, many real firms and enterprises have an Internet presence. The purpose of such a corporate website is to attract more potential clients and give them additional information about the work of the company and the list of products or services provided.

In addition to corporate ones, there are many other sites on the Internet: informational, personal, entertainment, etc., for which advertising can greatly help in the difficult process of website promotion.

1. Display advertising

There is also advertising in the media (mass media). There is a difference between online advertising and media advertising. It lies in the fact that on the Internet you can not only look at an advertisement with your eyes, but also click on an advertisement, go to an Internet page and get additional information there, which is not available in the media.

Now let’s take a closer look at links and banners in display advertising. Everyone is used to links on the Internet. We can say that the entire Internet consists of links. Links on websites may, among other things, be advertising. The advertiser pays for an advertising link to his website, service or product, and the webmaster places this link on his website.

The word “banner” is borrowed from the English language: “banner”, which means “banner”, “transparency”, “flag”.

Rice. 1. Banner on the website advertising the “Optimization 2016” event.

Webmasters, on a paid basis, publish on their websites not only links to other sites, but also banners (Fig. 1) that advertise a company, product or service.

Money is charged either for a one-time publication of a link forever (the so-called “eternal” links), or for the publication of a link or banner for a certain period of time (“temporary” links for a week, a month, etc.).

2. Contextual advertising: what is it?

The word "context" means the presence of such a part of the text that represents a complete thought. Moreover, all words and phrases in this text are interpreted and understood unambiguously. For example, the word “key” in the context “he put the key in the door to open it” means “the door key.” In the context of “he found the key to the program,” the word “key” means “to enter the program.” If the context is “go to the spring for water,” then the word “key” means “spring.”

Context allows you to understand more precisely what we are talking about. Likewise, contextual advertising allows you to show the user advertising specifically on the issue that interests him on the Internet.

For example, a web page about making ice cream at home might show ads for blenders, refrigerators, frozen fruit, etc.

text in the form of links,
banners,
video advertising (placed in the video).

next to search results in search engines,
or on various partner sites.

Contextual advertising is characterized by increased relevance and clickability from users, since ads (usually in text form, less often banners or videos) are shown only to those people who enter a similar search query.

Search advertising as part of contextual advertising

When a user enters a query, it usually responds with contextual advertising first, and then the rest of the information.

For example, below in Fig. 2, the query “colored lenses for eyes” was entered into the Yandex search bar. The search engine displays the first advertisement marked “Advertising” (1 in Fig. 2). This is due to the fact that the search engine itself makes money by placing advertisements and receives income from displaying advertisements in its search results.

Rice. 2. Example of search advertising in Yandex

Upon entering a query after advertising, the search engine also returns “regular” sites, and not those from advertising, that is, those sites that honestly managed to reach the TOP (number 2 in Fig. 1). Such sites are numbered starting with the number 1 and further in the order in which they were built by a particular search engine.

Contextual advertising of Yandex and Google

On the one hand, Yandex has an advertising network for advertisers called Yandex Direct. Advertisers place their advertisements there and pay Yandex to display them. Yandex displays paid advertising either in its search results in response to a user request or on webmasters' websites.

On the other hand, the advertising network for webmasters is called YAN (Yandex Advertising Network). To display Yandex advertising, the webmaster submits his site for moderation to Yandex. If the site undergoes moderation and is accepted into YAN, then the webmaster enters into an agreement with Yandex and becomes its partner, and the webmaster’s site is called a Yandex partner site. Then the webmaster installs advertising blocks on his website and, under certain conditions, receives a reward from Yandex for this.

Thus, the Yandex search engine acts as an intermediary between advertisers and webmasters:

Yandex.Direct is an advertising network for advertisers,
YAN – for webmasters.

Not only does it act as an intermediary.

for advertisers – Google Adwords,
and for webmasters - Google Adsense.

3. Geo-contextual advertising

Also related to search engines. The peculiarity of this advertising is that it provides a regional connection of the user to a particular company that provides certain services in his city or region.

For example, a user from Khabarovsk enters the phrase “buy building materials” into a search engine. In the results, he sees the websites of companies selling building materials, which are located in his region. This is the result of geocontextual advertising.

Geo-contextual advertising works well on mobile phones. Some users are not even aware that geolocation is enabled by default on their mobile phones, allowing them to accurately determine the user's location. If in Yandex. Maps or in Google Maps from your smartphone, enter, for example, a request about canteens or cafes, then the nearest cafes to the place where the user is located will be given.

Rice. 3. Geocontextual advertising in Yandex Maps

In Fig. Figure 3 shows that in the right column, two advertising blocks of geo-contextual advertising are first shown, and then sites from the TOP of search results are shown.

4. Viral advertising

Viral advertising also includes various electronic courses, checklists or books, for example, in . If the information there is extremely important, interesting and necessary for users, then they will be happy to share such materials with each other. In this way, viral spread of information will occur. In the work of viral advertising, one can see an analogy with the spread of flu in a school or in a big city.

More often there is such useful content, but it contains links to other materials, including paid materials.

5. Advertising in online games

A company's brand or logo can fit harmoniously into the gameplay, for example, as a background.

Gently and unobtrusively, it will be remembered by the user who plays the game, and subsequently this user will be more likely to purchase the products of this company.

6. Advertising on social networks

Rice. 4. Advertising on the social network Facebook

In social networks, you can set up targeting - this is when an advertisement is set up to be shown on a social network to a certain circle of users, selected according to some criteria: geographical location, gender, age, interests, etc.

About the cost of advertising on the Internet

As for the cost, here you need to look at different advertising options and choose the one that suits you.

You can independently try different types of advertising on the Internet, based on the minimum amount required to run advertising. For example, in Yandex.Direct the minimum cost of advertising is 300 rubles, in the social network VKontakte - 500 rubles.

Today I propose to consider one of the most important aspects of running any business - advertising and talk about how what advertising is the most effective. For an entrepreneur, especially a beginner, advertising is often a kind of “dark horse”: he does not know whether it will work, whether it will give the desired effect, or, on the contrary, will only result in unnecessary expenses.

In this article I will consider the issue from the point of view of a representative of a small and medium-sized business, since large businesses are advertised according to slightly different criteria, posing other tasks for the advertising company.

3 rules for selecting the most effective advertising.

Rule 1. Your main goal is not to “promote yourself,” but to increase customer flow and sales. If a large business can advertise only in order to increase brand awareness, become more popular, and create a certain image for itself, then this approach will not work for a small business - advertising will be unprofitable, which is unacceptable. The most effective advertising for small businesses is the one that will actually increase the number of customer requests (visits, calls, website visits, etc.) and, as a result, the number of sales.

Rule 2. You should think of advertising as an investment. Namely, invest money in an advertising company, immediately calculating when it will return to you and what income it will bring. If, according to forecasts, your income from advertising does not cover its cost, then such an investment is simply pointless. And, conversely, the more you plan to earn thanks to a specific advertising company, the more effective it will be for you.

Rule 3. Consider the 3 components of effective advertising as a whole. The most effective advertising should correctly combine 3 key components:

3. Target audience.

If at least one of these components is selected incorrectly, the advertisement will not bring the desired effect.

Well, in conclusion, one more general rule:

What advertising is the most effective?

Surely every entrepreneur immediately wants to get an answer to the question “What advertising is the most effective?” and invest money in it. But, alas, there is no unique answer here. The choice of advertising company depends on a number of factors:

- The target audience;

However, no matter what type of advertising it is, you can always identify its key features that determine its effectiveness. It’s no longer a secret that the main function of advertising is to influence the subconscious of potential customers, encouraging and motivating them to take advantage of the promotional offer. Based on this, we can identify those components of the advertising offer that best have a psychological impact on people. These components have been determined through numerous studies and analysis of advertising effectiveness, so they can serve as a starting point for developing an advertising offer in any form, be it graphic, text or display advertising.

Next, I will present and briefly describe 5 key points that the most effective advertising should include, and give examples for each of them: in them you will probably recognize advertising offers that you encounter every day.

5 components of effective advertising.

1. There is a problem. First of all, in order to attract attention to advertising, it is necessary to identify the problem. It can even be quite negative in nature, since people subconsciously perceive the negative more than the positive. You can even “embellish” the problem in a certain way, imperceptibly increasing its significance. At the beginning of the advertisement, you need to show that there is some kind of problem that needs to be solved, and this will immediately attract the attention of those people to whom it is close - that is, exactly your target audience.

– Do you have bad breath?

– Tired of constant stress?

- To you ? Are collectors tormented?

A well-formulated problem already means that your target audience will definitely look/listen to your advertising, that is, at least, pay attention to it. This is already good! Go ahead…

2. Option to solve the problem. So, the target audience has been attracted, now it is necessary to competently “process” it. She should get what she actually paid attention to your advertisement for, namely, a solution to her problem. This should be a continuation of your advertising offer.

Hello, dear readers of the financial magazine “site”! In this issue we will tell about advertising on the Internet- one of the most dynamically developing branches of advertising and an integral part of a successful business.

If you want to start your own business, but don’t know which business to open, they will help you make your choice. Having chosen your business idea, feel free to start implementing it.

One of the most important components of any business is advertising. No wonder they call her engine of trade . After all, even the most wonderful product or service will not be in demand if potential buyers do not know about it.

Necessary highlight the proposed product from many similar ones and convey to a possible client the idea of the need to prefer it.

When choosing a platform for an advertising campaign, in no way don't miss the Internet. Indeed, thanks to the development of technology, the World Wide Web is not only constantly growing in new users, but is also becoming more and more convenient for advertisers.

It is this way of promoting your goods or services that is the most relevant in our time . However, like any tool, online advertising allows you to achieve results only if you use it correctly.

From this article you can learn:

What types of advertising on the Internet exist and what is their cost of placement;
What are the features, pros and cons of each of these methods of promoting services and goods;
How to properly conduct an online advertising campaign so as not to waste your investment.

1. Advertising on the Internet - characteristic features and its differences from traditional advertising 💻

Internet advertising represents all possible ways of placing advertising materials on the World Wide Web. The format of these materials is very diverse - texts, graphics, multimedia files, as well as their combinations. The result is a large set of tools, the choice of which depends on the capabilities and goals of the advertiser.

1.1. The Internet as the main channel for advertising distribution at present

The large-scale development of the World Wide Web occurred in the last decade of the last century, when Internet pages began to appear one by one. However, advertising on these platforms has been in its infancy for a long time. And only during the last ten to fifteen years the use of the Internet to promote any goods and services has acquired global scale.

There are several reasons for this:

With the development of mobile technologies and the increasing capacity of existing communication channels, the number of people using the World Wide Web is growing every day. The time people spend online is also increasing. From being an unaffordable luxury, surfing the Internet is turning into a daily, if not hourly, need.
Trading through online platforms, if it does not displace traditional methods, may well compete with them, while offering new opportunities.
Traditional media, following the latest trends, are increasingly moving to the World Wide Web.
The development of software has made it possible to create increasingly sophisticated advertising management tools, as well as effective tools for analyzing it and measuring its effectiveness.

Although many components of online advertising are similar to traditional promotion channels, there are still a number of features, related primarily to the principle of operation of the World Wide Web. Indeed, unlike conventional media, here the user is not only a passive consumer of the information offered, but also takes a direct part in many processes.

1.2. The main features of advertising on the Internet

Feature 1. Interactivity

When advertising is placed in the press, on billboards or on television, the interaction with the consumer is one-way. On the Internet, advertising seeks to involve a potential client in some process.

The user has the opportunity to react to posted advertising material. This could be following a suggested link, clicking on a banner, registering, or answering a question. That is, online advertising requires a response from the user.

Feature 2. Increasing audience of the Internet space

World Wide Web audience constantly increasing, and so far there are no prerequisites for slowing down this process. At the same time, a significant part of those with access to the Internet is a tasty morsel for advertisers, since they belong to the category solvent citizens.

Of course, some social and age groups are not yet involved in this process. Therefore, companies for which they are of interest as potential clients are forced to actively use other advertising channels. However, the share of such advertisers in the total number is not very large.

Feature 3. The ability to promote your products only to the target audience

Advertising system analysis tools allow you to identify among a huge number of users exactly those who may be interested in specific product. This process is called targeting .

At the same time, they can be identified as groups of users looking for a specific product or service ( direct targeting), as well as those who are interested in any materials that have an indirect connection with the promoted products.

The Internet allows you to identify your target audience based on many characteristics. It could be geography of residence, age of the user, range of his interests, purchases already made or existing property, for which related products are needed.

Targeting allows you to cut out those who are not within the advertiser’s sphere of interest, and thus make advertising more effective. After all, if funds are spent on promoting products to those who initially not a potential client, there will be such advertising a waste of money.

We wrote in more detail in a separate article.

Feature 4. The ability to accurately measure all advertising indicators

Since almost every user action is recorded on the Internet, it is possible to track the effectiveness of both the entire advertising campaign as a whole and each of its elements separately.

It is important that this process is highly efficient. And this means opportunity fast and timely response. The advertiser can adjust the advertising campaign, abandon those methods that do not bring the desired result, and increase investments in more effective types of advertising.

2. Organizing and conducting an advertising campaign on the Internet - 3 main stages 📃

Despite all its distinctive features, the very algorithm for conducting a campaign to promote something is common to any sales channel. It can be broken down into three stage.

Stage 1. Determining the target audience

This stage is one of the most important steps, because it is the creation of a clear image of your potential clients that determines the effectiveness of the funds spent on advertising.

Identifying the target audience can be done in various ways. Large companies order large-scale studies with numerous questionnaires and surveys. A individual entrepreneur, who does not have such financial and time resources, simply conducts a study of open sources, for example, user requests on individual resources or client statistics from a competitor.

In the simplest cases, it is enough to simply arrange a little brainstorming. Eg, a manufacturer of dog overalls can easily identify its target audience simply based on its experience with dog lovers.

Having identified the circle of potential buyers and compiled a list of their needs and preferences, you can begin to develop a strategy for promoting your product.

Stage 2. Development of a promotion strategy

The next important step is to determine in what format the advertising will be carried out, as well as through which channels.

The budget allocated for advertising is also important. After all, if funds are extremely limited, you can hardly count on a large number of advertising platforms and large-scale actions to attract buyers.

Having chosen the general direction in which you need to move, you can select those sites where advertising will be placed, as well as the creation of specific materials, including texts, banners, videos, and so on.

Stage 3. Launch of an advertising campaign

The final stage is launch of the advertisement itself. Here the placement of created advertising materials takes place, as well as subsequent monitoring of the effectiveness of their impact. If necessary, adjustments and changes are made.

Main types of attracting customers for goods and services on the Internet

3. Types of online advertising and its cost - TOP 10 most popular and effective areas of advertising on the Internet 💎

There are a huge variety of ways to promote your products or services on the Internet, and they are constantly evolving. Development and emergence new types of online advertising This is due not only to the high level of competition in this area, but also to the improvement of technology.

The latter not only allow you to invent new ways of conveying information to users, but also enable the latter to get rid of annoying advertising. As a result advertising channels that until recently were effective and productive are becoming useless and obsolete.

Below we will consider those areas of product promotion on the Internet that are relevant and effective at the moment.

1. contextual advertising

As the name itself suggests, this method of promotion is tied to specific context.

The operating principle of contextual advertising is as follows: the user receives advertising messages that are tied to his requests. For this purpose, a system of keywords and phrases is used to select advertising messages. There may be two options here:

Option 1. The user enters a specific request in the search engine, to which the system provides links to various sites with topics corresponding to this request. But in addition to links to sites, it also displays advertisements, also tied to the subject of the request.

Option 2. The user goes to a site that is a partner of the advertising network of one of the search engines, and sees an ad there that takes into account both the theme of the site itself and the history of this user’s requests. If a person has recently been looking for some service online, then on the websites he will also see advertisements offering exactly this service.

Others advantages (+) contextual advertising are:

Payment for the result in the form of clicking on the provided link. That is, the advertiser pays only for those impressions that resulted in some kind of action.
Because advertisements are tailored to the user's preferences and interests, they also benefit potential customers. And this means less rejection from users.
This type of promotion is not so intrusive and annoying, like most advertisements, which also contributes to its acceptance among users.
The budget for a contextual advertising campaign can be absolutely anything. Even for a very small amount of 100-200 rubles per day available acceptable result.
Modern advertising networks offering contextual ad placement provide great possibilities for customizing them. That is, an advertiser can create an individual advertising system that will take into account all the nuances of promoting a specific product.
Return speed. By paying for contextual advertising, you can get almost instant results in the form of customers who follow the link.
Huge tools for performance analysis advertisements placed and a large amount of information that can be obtained from them.

But, of course, it can’t do without minuses (-). These include:

Quick returns also imply short-term effects. For a constant influx of customers, constant investments are required.
An incorrectly configured advertising system will result in money going to waste. It is in this method of promotion that there are risks of spending a huge budget without any return due to incorrectly chosen keywords.
Budget uncertainty, associated with calculating the price for one click on an advertisement (the so-called click), which will be discussed below.
Not for all areas of business This method of promotion is suitable.

Concerning cost the same click on the basis of which the budget will be determined, it is formed as follows. If multiple advertisers tie their ads to a single keyword phrase, the best placement on a search engine's page will be given to those who bid the highest CPC. That is, the auction principle applies - the one who pays more gets more.

At the same time, there are different niches, the cost of clicks in which varies greatly. For example, the cost per click for queries like "knitted toys" will average from 9 to 40 rubles, and here are the requests "PVC windows" will cost much more - 500-1500 rubles in one click.

Thus, the advertiser is faced with the task of finding the optimal strategy for placing contextual advertising. On the one side, the selected cost per click should not be too high - in this case, the advertisement will, of course, be seen by many users, but the profit from them may be less than the funds spent on promotion. On the other side By setting the cost per click too low, the seller may simply not wait for clicks on the posted ad, since no one will see it.

Of course, search engine advertising networks assure that any user can make such settings, but such gullibility can lead to serious losses. To get the maximum result at a minimum cost, you must either properly understand contextual advertising yourself, or seek help from a specialist in this field.

Currently there are two the most popular advertising networks are from the famous search engines Yandex and Google.

1) Yandex.Direct - contextual advertising on Yandex

Without exaggeration, the most popular and successful search engine on the RuNet, Yandex, offers its services for posting ads in a section called Yandex.Direct.

There are many tools here that allow you to choose the right advertising strategy in accordance with your goals and available budget.

Moreover, even with automatic settings, the advertiser is offered a large number of possible strategies. So, you can set a limit on the cost of transition or limit the budget for a certain period.

We wrote in more detail about (phrases) in a separate article in our magazine.

2) Google AdWords - Google contextual advertising

Google provides the ability to fine-tune and fine-tune settings, offering more flexible tools. Here it is possible to separate advertisements into groups, for each of which you can conduct your own advertising campaign with different strategies.
Selecting the geography of your ads also gives you more options.– in Google AdWords you can not only select one of the cities or regions, but also very small areas with a radius from 1 km. This option is especially suitable for advertisers who offer their services to residents of nearby streets.
There are more placement sites here, and the competition is lower, which also affects the cost of one click. However, the quality of the latter is often worse. The fact is that Yandex.Direct tracks so-called “bad” transitions, that is, those after which the user immediately leaves the site. As a result, with a higher cost per click, the final result is better with the Russian advertising system.

If we compare these two systems, we can say that Yandex.Direct is better suited for beginners, but Google AdWords provides more opportunities for real contextual advertising professionals.

2. Media (banner) advertising

Promoting goods or services using a banner is in many ways similar to traditional advertising, when a colorful ad, large or small, is placed on the pages of newspapers or magazines. You can see examples and costs of placing banner advertising on our website at this link .

In addition to static images, multimedia tools are actively used when creating banners. It could be short animated video, For example, beloved by many “gifs”, short looped videos.

Another important property of banners is their interactivity. Very often, when clicking on a banner, the user is taken to the advertiser’s website. You can often find flash banners in the form of short games or small tasks that offer the user a little fun. After completing such a game, the potential client is unobtrusively informed about the service or product being promoted.

The peculiarity of banners is that they are not necessarily links to the advertiser’s website, although the function of attracting the target audience is also inherent in this type of advertising. Equally important here is the opportunity to formulate among Internet users recognition of a brand or product, fix a certain associative series.

Thus, banners can be divided into two categories:

those that encourage the user to take a specific action ( For example, go to the site);
those that create a certain image and recognition of the advertiser.

To place a banner, a company or entrepreneur agrees with the owner of a website so that he will place the desired picture or animated video on his resource.

popularity of the resource on which the banner is placed;
the size of the banner itself;
its location on the page.

Most often, payment is made either for the number of banner impressions, or for the number of transitions on it to the advertiser's website. Occasionally payment is applied for constant placement of the banner on any page. As a rule, this method is used for a short time on sites with high traffic. After all, after some time, people simply stop paying attention to a familiar picture or animation.

As already mentioned, there are no clear price limits for banner placement - it can be 1000-2000 rubles per month, and tens of thousands of dollars.

Finally, it’s worth mentioning one of the most important points in banner advertising. It will only work if done high quality and attractive to users, and also if the information in the banner matches what the advertiser offers. Otherwise, the opposite effect may occur - a persistent negative attitude will arise towards the advertised brand or product.

3.

This type of promotion comes from the English word meaning "tease". A teaser is in many ways similar to a banner.– this is also a statistical or animated ad that is placed on websites.

This type of advertising has enough dubious reputation. Very often it is associated with sites of a certain focus (for example, erotic or fraudulent, offering instant big money). For many users, it causes ardent rejection.

Often, a teaser uses a flashing image, which in theory should attract a possible client, but in practice it turns the site on which it is located into a very unsightly and unpleasant place.

But even such aggressive and usually vulgar advertising has its own audience. Many beginners, just mastering the World Wide Web, fall for these tempting advertising pictures. Also, unassuming users who are killing time on the Internet may fall for teasers.

Methods for placing and paying for teasers are similar to banner advertising. The only difference is that the number of sites ready to host a teaser is much smaller. And the owners of large and popular sites value their reputation too much to post such advertisements on their own. But the cost of such advertising is usually lower, and making a teaser is much easier– quality is usually not particularly required here.

4. Targeted advertising on social networks: VKontakte, Odnoklassniki, Facebook, Instagram

A separate group should include advertising campaigns that are carried out in in social networks. This is not surprising - after all, a huge number of people prefer to spend a significant amount of time on sites such as VKontakte or Facebook.

At the same time, when creating their own page, most users provide very useful information about yourself, including gender, age, geography of residence and interests. (or we already wrote about the group in the previous article)

placing advertising texts and advertisements on your own page under your account (does not require any funds);
creating a special group or community (it will only require time to create and pay an employee who will be involved in administration);
exchange of advertising posts with any group or community (both paid and free methods);
paid placement of advertisements;
holding various competitions, in which to win you need to repost any entry (in this case, the cost of advertising is determined by the price of the prize).

Targeted, that is, aimed at the target audience, advertising on social networks has a number of advantages:

does not require the user to switch to a third-party resource, thereby providing him with convenience and comfort;
the presence of feedback not only in the form of orders or clicks on an advertisement, but also in the form of likes or comments;
Convenience of advertising, because often this does not even require special skills - you just need to upload a photograph or enter the desired text.

1) Advertising on VKontakte

If we talk about the Russian segment of the Internet, then it is unlikely that any resource can compete with this brainchild of Pavel Durov. Moreover, there is also own advertising network, similar to those of Yandex and Google. The principle of its operation is simple– it is necessary to configure the display of advertising taking into account the available budget.

2) Advertising in Odnoklassniki

Another popular Russian social network, Odnoklassniki, also offers interesting options for inexpensive placement of your ads. Here the audience, as a rule, is older than on the previous service, and therefore more solvent. So it is possible to promote more expensive services here.

the ability to customize display times, which ensures greater efficiency;
Advertising is also displayed on other services owned by Mail.ru, for example in “My World”;
the possibility of remarketing, that is, automatic tracking of those who have already taken an action on a posted ad in order to attract them again.

Among the disadvantages, it is worth noting that the existing breakdown into groups is not very convenient, which makes the entire advertising system less flexible and adaptive to a specific advertiser.

3) Advertising on Instagram

Unlike the two social networks already mentioned above, Instagram has its own specialization – pictures and short videos. Communication here comes down to posting photos taken here and now, and receiving likes and comments on them.

creating special communities and inviting users to them;
subscribing to the profiles of other users so that they subscribe to the advertiser’s account in return;
placement of advertising posts in popular accounts.

However, since last year it has also become available on Instagram targeted advertising . True, there is one thing here "But". The fact is that data about the target audience for placing an advertisement is taken from the Facebook profile to which the Instagram account is linked. But a significant number of users of this resource are registered directly on it, and they do not make any connection to their Facebook page. And that means that a huge part of the potential target audience simply turns out to be outside the targeting system.

Text information on Instagram plays a much smaller role. Therefore, the promoted product should look good and impressive in photographs. Do not forget that this resource is popular above all among women, and therefore the advertised product must correspond to this category of customers.

4) Advertising on Facebook

The founder of all social networks, Facebook, is not as popular in our country as VKontakte. But here is an audience that has much greater financial resources. So here it is On the one side, you can promote more expensive products . But on the other hand, users of this network have a rather negative attitude towards direct offers to buy something and usually ignore them.

5. Push notifications as a sales tool

Push notifications (messages) - what is it. Example of advertising display

Traditionally, such notifications inform the user about any changes or news for a mobile device or computer. Eg:

The installed antivirus periodically provides information about new computer protection tools.
Applications used on your mobile device notify you when updates are available.
Social networking applications can notify the user that one of his friends has written a post or posted a photo.

There are several services where you can pay for and configure the delivery of such notifications. They work as follows– users subscribe to certain mailings that interest them, and then receive short information in the form of Push notifications. Several requirements must be met here:

the messages received should not irritate the user with their frequency and intrusiveness;
they must be relevant to the topic to which the user has subscribed;
be linked to a page or account on a social network so that the user can provide feedback;
the user must be able to unsubscribe at any time, otherwise the arrival of such notifications may be perceived as spam.

6. Advertising in mobile applications for iOS (iPhone/iPad) and Android platforms

The development of mobile communications and technology has led to the fact that more and more Internet users access it from their smartphones or tablets. And almost each of these devices contains more than a dozen applications. It can be both social networks and various services for ordering and purchasing something.

If a mobile application is intended for ordering goods from any company, then its main function is sell this product, and through profits, the development and operation of this application pays off.

However, there are a huge number of programs for mobile devices that simply offer users all kinds of entertainment or information services. At the same time, the user downloads and uses these applications absolutely free.

It is not surprising that the developers of many programs for mobile devices willingly sell advertising space in their applications. And for users, viewing these advertisements is a kind of payment for using the program.

As a rule, you can get a potential client to watch an advertisement two ways:

make it impossible to disable or block displayed advertising;
offer the user any benefits for viewing.

The latter option is especially often used in online games, where the player can receive a resource for viewing an advertisement.

The types of advertising placed in mobile applications are quite diverse. It could be a text ad that pops up from the edge of the application, or an image that pops up on startup.

You can often find an expensive, beautiful video, but in this case the budget of the advertising company will be very high - in addition to the high cost of display, you need to invest decent money in the creation of the video itself.

The ability to target users directly depends on what data a specific application collects during download and registration.

7. Advertising on YouTube in videos

Views of individual videos can go through the roof for millions! You can imagine what a huge number of potential clients can be attracted in this way. In a separate article, we also wrote about advertising on the Internet and in what ways they achieve high earnings results.

There are several types of advertising on YouTube:

the video itself posted on any channel - both on your own and for a fee on someone else’s, which is popular;
a small commercial that is shown before the main one;
text advertising placed on the displayed video;
a link to a video placed above the search results for a video.

Just like previous advertising methods, this type of promotion allows you to sample impressions only target audience. The main advantage of this method of promotion is the effectiveness of video advertising, as well as very wide audience. But do not forget about the disadvantages:

In order for advertising to be seen by as many potential customers as possible, it needs to be placed on very popular channels, and this is extremely expensive.
Users have the opportunity to disable advertising, as well as use special software to block it. In addition, paid accounts do not display ads.
Intrusive advertising that interferes with the viewing of an interesting movie or music video often irritates users.

8. Pop-Up Windows (Pop-Up and Pop-Under)

One of the most aggressive and least liked ways by users to promote a product is popup window, nevertheless continues to be quite popular.

The operating principle of such advertising is as follows: the user enters the site, begins to read some information, and at that moment a pop-up window pops up. To close it and return to normal viewing of the site, you need to click on the cross in the corner of the Pop-up window.

However, if used carefully and correctly, such advertising will also may be beneficial. It is only important that it can be easily disabled, and that the advertising message is in correlation with the theme of the page itself.

Pop-up windows that inform about discounts on goods or about any promotions can also bring certain results.

9. Advertising in E-mail newsletters (via email)

Most Internet users have various electronic mailboxes, through which they exchange work or personal information. And that’s why advertising through mailing letters to your subscribers still enjoys some popularity.

Typically, this type of promotion is used by two types of advertisers:

stores or service providers from whom the user has ever purchased a product;
information businessmen who use this channel to sell their products.

1) In the first case, sending emails has a greater impact image value. Many stores offer bonus and discount cards. And to receive them, you usually need to provide certain information, including your email address. Subsequently, this buyer receives letters with information about ongoing promotions, assortment updates, discounts and personal offers.

Since the mailing is carried out to a person who has already made a purchase, and therefore is quite loyal to this seller, such mailing usually does not cause irritation to the user. And there is a high probability that, having received such a letter, the buyer will return to the store again.

2) For an information business that has been developing recently, email distribution is one of the main ways to promote its services.

Initially, the user ends up on some resource where he is offered a free course or materials on an issue of interest to the person. But to receive these materials you must leave your email address. After this, the subscriber begins to receive letters. In them, usually, useful free information alternates with offers buy any information product.

Manually sending out a large number of emails is, of course, a task extremely irrational. There are specialized resources, for example, “Smartresponder”, on which you can configure automatic sending of letters to all your subscribers. At the same time, to create an atmosphere of personal appeal to each of the subscribers, you can configure the inclusion of their names in letters.

10. Advertising on thematic websites and online platforms (forums and blogs, bulletin boards, social networking groups, large portals, etc.)

The last way to conduct an advertising campaign on the Internet, which is discussed in this article, is to place ads on various thematic resources. There are a large number of pages where people with similar interests gather, and they have the opportunity not only to read the information posted, but also to write messages themselves.

Since people with a clearly defined range of interests often communicate on such resources, placing advertisements here will as precise as possible.

However, this method of promotion has a number of disadvantages:

a lot of labor - after all, it is necessary not only to find a suitable resource and register on it, but also to write a message, and then track its fate and comments on it;
owners and administrators of many resources do not like blatant advertising and immediately ban those who post them;
on many resources where the placement of advertising posts is not prohibited, there are restrictions on their number over a certain period of time;
if the advertisement seems intrusive to other interlocutors and came out of “nowhere,” no one will respond to it - that is, in order to earn trust, on many forums you first need to communicate a fair amount just like that.

Thus, this method is suitable only for those sellers whose goods or services are single, and a certain amount of time can be spent on selling them.

In addition, this option is suitable for beginning entrepreneurs who do not have an advertising budget as such.

Summary analysis of the described types of online advertising

After considering all ten of the most interesting and popular types of advertising, it is worth mentioning which of them are the most effective, and how the costs of different methods of promotion compare.

Table: pros and cons of various types of advertising on the Internet

The most expensive way to promote any services or goods on the Internet is banner advertising , which requires not only payment for placement, but also funds to create a high-quality and attractive advertisement. It will also be quite an expensive pleasure to post information about your product. on Youtube, mobile applications and social networks, as well as via Push notifications.

As for the effectiveness of influencing the user and the ability to attract the largest possible number of buyers, there are no equals here. contextual advertising . Taking into account the fact that its cost can be made extremely low, this type of promotion is the most optimal.

But the placement of teasers and banners, alas, will not bring much results. At the same time, if banner advertising at least provides an image component, then teasers, on the contrary, can scare away a significant part of users. Also, you shouldn’t really hope for free placement of ads on thematic pages.

4. Pros ( + ) and cons (− ) of online advertising 📊

Like any channel for promoting a product, the Internet has certain advantages (+) over other advertising methods.

These include:

Relative cheapness and the ability to pay only for effective advertising actions, For example, clicking on links.
Advertising placed on the Internet can work around the clock throughout the year, there is no need to take breaks or weekends.
Many of those who use the Internet readily accept new products and services, subsequently conveying positive messages to conservative consumers.
A huge database of analytical tools allows quickly and accurately assess the effectiveness of a particular advertising campaign, as well as make important marketing measurements which will further increase sales.
The ability to quickly change your advertising strategy at any time with minimal costs. If an advertiser sees that a promotional method is not working, he can adjust it before the budget allocated for the implementation of this strategy is exhausted.

The main thing disadvantage (-) organization of an advertising company on the World Wide Web is incredible competition . Due to the excessive number of existing pages, as well as advertisements placed, many users develop a so-called “blind spot”, when they simply do not notice the advertisement placed, having gotten used to ignoring it.

5. Basic parameters for measuring the effectiveness of advertising on the Internet (CPM, CTR and CPC)

As mentioned earlier, one of the undoubted advantages of promoting products on the Internet is the ability to accurately measure the effectiveness of the use of each individual platform or advertisement.

The main indicator of how effectively a particular advertising method works is coefficient CTR . It is determined by the ratio of ad impressions to the number of active actions performed by the user. As a rule, such actions are considered to be a click on an advertisement and a subsequent transition to the advertiser’s website.

This coefficient shows how many users who were shown the ad were interested in the ad and clicked on the link to find out more?. This value varies greatly for different types of advertising, which is primarily due to different possibilities for targeting users.

However, it is important to remember that this indicator is only a way to measure the effectiveness of attracting users to your site. It does not in any way determine the profit received or expected. After all, a person, having become interested in a product and clicking on a link, may find that its prices are too high, or that the product itself does not correspond to the image that was presented in the advertisement.

It is also important for anyone who plans to advertise their products on the Internet to know the parameters that determine how the advertising company's budget is determined. This CPM And CPC. Under the English abbreviation there are two options for generating payment for advertising placement.

In the first case, CPM, the advertiser pays for the number of impressions of his advertisement. Typically calculated per thousand views.

This pricing method can be used in the following situations:

the advertising platform has a clearly defined audience that will be interested in the product being offered;
users of the resource change quite often - because otherwise the same user will be shown the same advertisement several times, the budget will be wasted;
The advertiser is confident that the number of clicks will be quite large, and therefore this method is more profitable compared to the one where you have to pay for transitions.

In other cases, such payment will be irrational, because with a large number of ad views, the number of transitions will most likely be extremely low, and the cost of promotion will be overpriced.

Another, more common way of pricing is strategy CPC, that is, the cost per click. In this case, the advertiser pays only for actual promotion methods that lead to certain user actions.

In addition, not the most honest owners of sites where advertisements are placed often hire freelancers, which click on ads for pennies, creating the appearance of efficient operation of the advertising resource.

The main ways to attract customers to the site

6. How to place online advertising and attract customers to the site - 2 ways to advertise on the Internet 📋

To attract visitors to your website, you need to advertise it somehow, which will require using one of the listed types of promotion. In this case, you can use both your own strength and attract specialists who know all the subtleties and nuances of this difficult matter.

We have already talked about starting from scratch in one of our articles.

The main feature of advertising for small businesses is that it pays minimal attention to the brand, that is, the company itself. Unlike large multinational corporations such as, say, Coca-Cola, you can hardly afford to work on brand recognition, so you need an approach that .

Focus on specific offers and avoid using “general” words such as “a lot”, “cheap”, “profitable” and others. A quarter of a century ago, this approach was effective, but today's society gives preference to numbers. No one will go to a store that offers “the cheapest sofas in the city,” while in a store that sells “sofas for 10 thousand rubles,” there will be no end to buyers.

Carry out “promotions”

If your offer is not only specific, but also limited, the effectiveness of your advertising will increase: the less time you leave for a potential buyer to think, the higher the chance of making a sale. In addition, this will reduce the likelihood of a potential client leaving for a competitor.

When a person sees an advertisement for teapots for 500 rubles, he thinks about buying hypothetically, that is, he simply takes note that such and such a company has such and such a price for teapots. If he doesn’t need a kettle yet, he won’t buy it.

But if he sees that the supply is limited, and it is possible to purchase the product at the proposed price, for example, only until the end of the month, he begins to think about the purchase from a practical point of view: if he does not need the kettle today, but may need it tomorrow, then it is better to buy it now at a low price than paying twice as much later.

Special price

This method has been used everywhere for decades, but does not lose its effectiveness: indicate the “old price” next to the price. At the same time, the “regular” price should be noticeably higher than the “special” price - this will enhance the effect of “limited supply”. The principle here is the same as in the case of “general” words and specific numbers: seeing how much more expensive the product will become at the end of the “promotion”, it will be much easier for the buyer to part with the money.

The most effective types of advertising

The advertising format must be chosen taking into account the specifics of the business and the target audience - something that demonstrates high performance among men under 35 years of age may cause only a minimal response among women over 45.

And even if all your childhood you dreamed that when you had your own business, you would advertise it on TV, it is better to refuse this option: high-quality advertising on TV is expensive and for small businesses it is ineffective.

Instead, it is better to pay attention to other formats:

leaflets: they can be delivered to mailboxes or handed out on the street. It is better to distribute, as this allows you to distribute advertising exclusively among the target audience;
announcements in elevators and entrances: a very popular (and very effective) approach - the longer a person drives (or waits for an elevator), the higher the likelihood that he will read your ad, accordingly, placing such ads in the tallest buildings gives the best result;
: advertising on the Internet is the cheapest, and for working with a young audience it is simply irreplaceable - be sure to create a community on a social network and place ads on several popular thematic platforms;
in newspapers: It’s better to advertise business through newspapers - construction, education, cleaning, etc.;
signs: It is best to place signs, banners and billboards in close proximity to your office or store.

How to evaluate advertising effectiveness

It's not about how much you spend, but how much you end up earning from it, so the most important indicator for you should be ROI, that is, “return on investment.” If you spend 50 thousand rubles, and the profit as a result of the actions taken increases only by 20 thousand, refuse such advertising. Remember that it is not you who should work for her, but she who should work for you.

As you can see, the most is the one that demonstrates good results for a specific business and a specific target audience, and costs less than it brings. True, to find a suitable format you will have to experiment a little. But it's worth it, no doubt about it.

What advertising is the most effective? How necessary is it for small and large businesses? These and other questions arise for everyone who starts doing business and is faced with the fact that in order to grow sales and promote their own product, they need to talk about their business.

Types of advertising

Today you can present information about your activities in completely different ways. Before you start promoting your business, you need to familiarize yourself with the types of existing advertising and choose the most suitable one for yourself. This is required in order to understand what is the most effective advertising for a construction company, for example.

Most of the information messages we see are commercial advertising aimed at attracting buyers, but there are also social and political ones.

external - presented in the form of billboards, posters on public transport, signs, signs, etc.;
through the media - television, radio, newspapers and magazines;
internet banner, social networks, contextual advertising, hyperlinks.

The role of advertising in business

Advertising is not just a luxury. This tool is necessary for every entrepreneur to disseminate information about himself to the target audience and promote his name in the ranking of enterprises. This will help present you as a reliable, solvent and responsible company.

When using competent marketing, you can easily answer which advertising is the most effective for your business, and in addition create a positive image, emphasize the advantages and form a loyal attitude towards the company.

You should not assume that small businesses do not need advertising, that only word of mouth works here. This is wrong. In any case, advertising helps to tell potential buyers about the company and promote the company’s product on the market.

It is important to choose a type that will not affect your budget too much, but at the same time will help you promote yourself and increase recognition.

Small business: how to advertise it

Small businesses, like big ones, require advertising, which you shouldn’t refuse, even if you don’t have extra funds. You should know: the decisive period in the development of any activity is the first 2 years, when initial acquaintance, adaptation and recognition occur. During this period, promotion should be as intense and eventful as possible.

Before deciding on the method of promoting an enterprise, it is worth studying as much information as possible on the question: what advertising is the most effective? Statistics are a convincing thing and, with the help of specific data, will help you make your choice.

It is important to focus on specific offers and refuse to use template words such as “cheap”, “fast”, “with guarantee”, “profitable”, etc. If such methods once had a good effect on potential buyers, now it is does not attract, but even repels. People need specific numbers, an understanding of what they will pay for.

Methods to increase sales

There are several methods and types of advertising, each of which is aimed at increasing sales and making profits, but all these are not spontaneous actions, but a clearly thought-out strategy. Which advertising is the most effective for small businesses can be understood after some time, but it is a fact that any type is subject to a certain structure:

problem - if you are selling a product or service that can help with a solution, then when advertising you can use interrogative sentences: “Tired of waiting for prices to fall?”, “Are you tired of paying too much?” etc.;
solving the problem - after the question has been asked, you give the answer in advance that it is your company that is able to solve it and on favorable terms;
the offer is unique - many companies can provide assistance, but you must be different from them and offer something that will further attract the target audience;
limitations - people may be interested in your product and service, but they will think about purchasing later in order to think it over thoroughly. It’s worth introducing a time or availability limit so that people can make purchases faster;
call - after interest and desire to purchase appears, the buyer must immediately see where to call, how to order, how to pay.

How to attract consumers?

What advertising is the most effective? Statistics confirm that not every company can afford to talk about itself on television or radio, since it does not have a lot of money. Of course, before advertising on one or more sources, the owner studies data showing the most effective methods. But it’s worth remembering that each area of business has its own type of promotion and its own indicators that are effective.

According to statistical data using the example of plastic windows in the city of Ufa, the cost of one attracted client varies greatly in different ways. Advertising was given on the radio, in newspapers and magazines, outdoor advertising, in the help desk and on the Internet. The cheapest promotion was on the Internet, where 42 rubles were spent, and the most expensive on the radio was more than 15 thousand rubles. This suggests that on the Internet you can customize advertising specifically for your client, control the budget and determine the cost of the contact.

Budget advertising in small businesses

Telemarketing - calling potential clients can attract buyers, but they can also repel them. Advertising in this way must be correctly composed: the text must be short, but succinct and understandable. However, this method is ineffective and can repel people.
Sending messages to email addresses and on social networks - this type takes time, but does not require financial investment. It is also ineffective, but it can attract a certain percentage of buyers.
Leaflets. This type of advertising, of course, requires certain investments: it is necessary to print the material in a printing house, preferably in color, which will attract people more. This is a recognized marketing tool, but only if it is written correctly - good text, bright pictures, high-quality paper. It should be distributed on streets with high traffic.

How to evaluate effectiveness?

What is the most effective advertising method, and how to evaluate it? After this tool is launched, the owner will want to know how advertising affected sales, whether it is worth using it in the future or whether it is better to change something.

There are two measures of advertising effectiveness: communication (i.e., how well and accurately the message conveys information to the target audience) and financial. It is worth knowing that this indicator partly depends on the owner, who determines the budget, strategy, parameters, and partly does not depend, because there are uncontrollable factors: characteristics of the audience, advertising time, legal requirements.

But the assessment of efficiency depends on the specific market situation: how many similar firms are there, what methods were chosen and why? For small businesses, it is recommended to organize promotions using direct click methods, i.e. the result should be comparable: they launched an advertisement for ten rubles - they received thirty, which means it works. They launched it for five rubles - they received three, the method does not work and the company goes into the red.

A complex approach

It is impossible to give the same assessment of the effectiveness of advertising for each area of business and use the statistics of the results of one company to analyze another. This method will only waste your budget and will be of no use.

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