The most effective advertisement. Methods of advertising on the Internet - an overview and examples of effective Internet advertising. Conducting advertising campaigns for small businesses

Advertising is necessary for the promotion and promotion of the site, 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 are plenty to choose from.

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

At the moment, many real firms and businesses are on the Internet. The purpose of such a corporate website is to attract more potential customers and give them Additional information about the work of the company and the list of products or services provided.

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

1. Display advertising

The media (mass media) also has advertising. There is a difference between online advertising and advertising in the media. It consists 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 a web page and get additional information there, which is not available in the media.

Now more about links and banners in media advertising. Everyone is used to links on the Internet. We can say that the entire Internet consists of links. Links on sites can be, including advertising. The advertiser pays for an advertising link to his site, service or product, and the webmaster places this link on his site.

The word "banner" is borrowed from of English language: "banner", which means "banner", "transformer", "flag".

Rice. 1. Website banner promoting the Optimization 2016 event.

Webmasters on a paid basis publish on their sites 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, which is a complete thought. At the same time, 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 "door key". In the context of "he picked up the key to the program," the word "key" means "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 is at stake. So contextual advertising allows you to show the user advertising on the very 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, and the like.

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

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

Contextual advertising is characterized by increased relevance and clickability on the part of users, since ads (more often 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, then it usually returns contextual advertising first, and then the rest of the information.

For example, below in Fig. 2, the query “colored lenses for the eyes” was entered in the Yandex search line. The search engine gives out the first advertisement marked "Advertising" (1 in Fig. 2). This is due to the fact that the search engine itself earns by placing ads and receives income from displaying ads in its search results.

Rice. 2. An example of search advertising in Yandex

At the entered request after the advertisement, the search engine also gives out “ordinary” sites, and not from advertisements, that is, those sites that honestly or in a way 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 one or another search engine.

Contextual advertising Yandex and Google

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

On the other hand, the advertising network for webmasters is called YAN (Yandex Advertising Network). To display Yandex ads, the webmaster submits his site for moderation in Yandex. If the site passes moderation and is accepted by the 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 ad units on his site and 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 acts 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 advertisement is that here the user is regionally bound 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 sites of companies involved in the sale of building materials, which are just located in his region. This is the result of geo-contextual 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, which allows them to accurately determine the location of the user. If in Yandex. In 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 issued.

Rice. 3. Geocontext advertising in Yandex Maps

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

4. Viral advertising

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

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

5. Advertising in online games

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

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

6. Advertising on social networks

Rice. 4. Advertising on Facebook

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

About the cost of online advertising

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 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 which ad 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, conversely, will only result in extra costs.

In this article, I will consider the issue from the point of view of a representative of small and medium-sized businesses, since big business is advertised according to several other criteria, setting other tasks for the advertising company.

3 rules for selecting the most effective advertising.

Rule 1. Your main goal is not to “promote”, but to increase customer flow and sales. If a large business can advertise only in order to increase brand awareness, become more popular, 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, this is the one that will really increase the number of customer requests (visits, calls, site visits, etc.) and, as a result, the number of sales.

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

Rule 3. Consider 3 components of effective advertising in a complex. The most effective advertising should correctly combine 3 key components:

3. Target audience.

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

And finally, one more general rule:

Which ad is the most effective?

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

- The target audience;

However, no matter what type of advertising, you can always highlight its key features that determine its effectiveness. It is no longer a secret to anyone 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, it is possible to identify those components of the advertising proposal that have the best psychological impact on people. These components have been determined through numerous studies and analysis of the effectiveness of advertising, so they can serve as a starting point for developing an advertising proposal in any form, be it graphic, text or media advertising.

Next, I will list and briefly describe 5 key points that the most effective advertising should include, and give examples of each of them, in which you will surely recognize the promotional offers that you encounter on a daily basis.

5 components of effective advertising.

1. Having a problem. First of all, in order to draw attention to advertising in principle, it is necessary to identify the problem. It can even be quite negative, because people subconsciously perceive the negative more than the positive. You can even “embellish” the problem in a certain way, imperceptibly increase its significance. At the beginning of advertising, 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 who are close to it - that is, just your target audience.

- Do you have bad breath?

Tired of constant stress?

- To you ? Tired of collectors?

A well-formulated problem already means that your target audience will definitely look at / listen to your advertising, that is, at least pay attention to it. It's already good! Move on…

2. Solution to the problem. So, the target audience is attracted, now it is necessary to competently “process” it. She should get what, in fact, drew attention to your advertising, namely, the solution to her problem. This should be a continuation of your promotional offer.

The main feature of advertising for small businesses is that it pays a minimum of 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 awareness, so you need an approach that .

Focus on specific offers and refrain from 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 prefers numbers. No one will go to a store that offers "the cheapest sofas in the city," while a store that sells "sofas for 10 thousand rubles" will be full of buyers.

Run promotions

If your offer is not only specific, but also limited, the effectiveness of advertising will increase: the less time you give 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 the kettle yet, he won't buy it.

But if he sees that the offer is limited, and it is possible to purchase a product at the offered price, for example, only until the end of the month, he starts thinking about buying from practical point of view: if he does not need a kettle today, but may need it tomorrow, then it is better to buy it now at a low price than to pay 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" one - this will enhance the effect of the "limited offer". The principle here is the same as in the case of “general” words and specific figures: 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 target audience- what demonstrates high performance in men under 35 may cause only a minimal response in women after 45.

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

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 travels (or waits for an elevator), the higher the likelihood that he will read your ad, respectively, placing such ads in the highest buildings gives the best result;
• : advertising on the Internet is the most inexpensive, and it is simply irreplaceable for working with a young audience - be sure to create a community on a social network and place ads on several popular thematic sites;
• in newspapers: advertise through newspapers better business, – construction, education, cleaning, etc.;
• signs: it is best to place signs, banners and billboards in the immediate vicinity of the office or shop.

How to evaluate the effectiveness of advertising

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 as a result of the actions taken, the profit increases by only 20 thousand - refuse such advertising. Remember that you should not work for her, but she should work for you.

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

There are no budgets, but you need to sell somehow - a typical situation for beginner Internet entrepreneurs. At one time I lived without money for a very long time, so I was forced to master all the wisdom of free advertising. And here I will show you 5 options for how you can advertise on the Internet for free yourself. The good news is it's actually real.

#1 – Basic Free Online Advertising Option

I can tell you from my own experience that nothing is completely free in this world. In any case, we will pay for everything we want to receive. The only question is, what exactly are we going to pay - money or something else?

I already somehow gave my “alchemical formula” for creating resources. And here I will repeat it again.

We have only 3 main resources:

1. Time
2. Money

And absolutely each of us has limited these resources (even Rockefeller's granddaughter, and even Apple). To get any of the resources listed above, we will have to add together the remaining two and invest with them.

That is, if you do not have money (and you want to have it), then you will have to pay for it with your time and effort. And it's the same with online advertising.

A scary word with the letter C ....

There are several basic ways to advertise something for free on the Internet. The first and main option is simple SPAM.

If we talk about SPAM, then it also happens different types. You can send mailings to email databases, or spam links to your resources in the comments of promoted blogs, or do the same in numerous VKontakte groups.

One of the definitions of SPAM is that you stick your ads where they don't ask you to. That is, the moderators of these sites will make every effort to remove all your links, and ban you yourself.

Personally, I do not blame you, because, to be honest, we all spam at least once in our lives. I even detailed it here (opens in a new tab). But people who even see your sponsored links and follow them to your sites will convert very poorly.

That is, you will need at least 10-20 times more traffic to earn the same money than if you worked through, say, regular legal advertising sources. And this, accordingly, leads to the fact that you will have to go even more to sites and VKontakte groups, posting your links.

Or create another hundred fake VKontakte pages and send invitations and offers from them.

Semi-legal spam method through VKontakte

By the way, at the expense of mailing VKontakte. Now such a free advertising option as “friending” is still working. This is when you design your VKontakte page for the sale of some product or service, and then just start adding friends to everyone in a row.

Your new “friends” will go to your page to find out who sent them an application and (what the hell is not joking) one of them may someday buy your product. This lesson is also very laborious, given all the restrictions and protection mechanisms that VKontakte introduced.

I remember doing this kind of black friending in 2009, when I was just starting to make money on the Internet. Life was easier then, VKontakte was younger and kinder, but still, it took a lot of strength.

I have to say that these free self-advertising methods…really work. Bad, crooked, difficult, long, but they work. Therefore, if your budgets are not very good yet, spam is a good option (let's not be such moralists).

And now let me tell you a terrible secret - how today young businesses and entrepreneurs without money become super-mega popular literally overnight.

#2 - How do businesses “shoot” without money today

There is one interesting way to quickly and for free advertise on the Internet so that absolutely everyone knows about you (and loves you). This method also requires some investment of time and effort from you. And again, we are essentially talking about friending.

Only this is a completely different frending. It goes something like this - you make friends with someone who is already known and popular in your market, and then after a while he promotes you through his resources.

That is, we are talking about the so-called networking. Personally, I never liked or knew how to do such things, but you may well succeed. For such networking, you need to have a certain set of qualities - sociability, willingness to please and admire, the ability to constantly gently remind yourself of yourself, and others.

How to meet VIPs

Of course, all famous and popular people are under constant pressure in the form of requests to give money for some ingenious product, or to become a partner in some project that will make it rich in the future. If you write to someone famous with a request “don’t teach me how to live, it’s better to help financially,” then you will simply be ignored.

You must first get acquainted with the chosen object, then make friends with him, and only then after a while it will come to partnerships. And a big person should only say one word, even briefly mention you somewhere in an article or in an interview - and you will already take off from the rags to riches.

I would recommend that you first praise the services or products of some famous person yourself. It may seem strange to you, but they really really like it when they are praised and when they are thanked (if you knew how much dirt and criticism pours on them every day). Therefore, your video review or thank-you article about them will probably be reprinted on their resources.

And then - develop success. Find how you could be useful to a person with a name, never ask him for anything, give him the opportunity to talk with you about what he is interested in. Well, it's not for me to teach you how to win friends and influence people.

And after some time, your new big friend will offer you some partnership options. And then you are on a horse. The only disadvantage of this method of free advertising is the instability of your position. It is enough for a well-known partner to say one word to elevate you, and one word will also be enough to “drop” you.

Therefore, you will always have to be very careful not to offend him in any way, and so that no one more nimble comes to your place. All this will severely limit your freedom. That's why I never used these methods.

Moreover, there is another option - completely free, absolutely legal, and 100% reliable.

#3 - Most Effective Free Online Advertising Method

If we continue talking about recommendations, then there are two authorities in Runet that can give you a lot of constant and hot traffic to your sales pages. These guys are called Yasha and Gosha (i.e. Yandex and Google). They compare favorably with other authorities in that they recommend you for specific merits, and not for the ability to “make acquaintances”.

To get their recommendations, you just need to make a website and fill it with useful content on the topic of your product. Then search engines will bring your articles to the TOP, and you will begin to receive a stream of visitors every day, who will then become your customers.

Of course, in words it sounds easier than in practice. But in fact, there is nothing complicated here. The trick is to constantly give people useful and interesting content. The promotion of a young site takes from 6 months of pure time. A good promotion can take 2-3 years.

Yes, as you can see, here you also need to invest time and effort (everything is according to our “alchemical formula”). But unlike other free methods, this advertising option will certainly work. And it's also nice that this is a constant source of traffic (as opposed to the same SPAM, for example, which you have to deal with every day).

Personally, I like this option the most. But suddenly you do not like to write articles, or are you naturally so lazy that you want both for free and to do nothing yourself? Congratulations, there is a way.

#4 - Free Third Party Advertising

Imagine how great it would be if hundreds of people in all corners of the Internet were promoting your products and services every day, and at that time you would calmly lie on the couch and drink cocktails.

Surprisingly, but it is really possible to organize work in this way. It's called simply "affiliate program". Of course, no one will promote you for free, but you will pay your partners only upon the fact of the sales made.

No sales, no money. Someone brought you a client - you pay him an honest percentage of the purchase amount. This promotion option is very indicated for all novice Internet entrepreneurs (and not beginners either).

In Runet there are many half-starved specialists in various areas of marketing - contextual advertising, target vkontakte, SEO, youtube and others. They are half-starved because they do not have their own products to sell. And they are constantly on the lookout for some really good affiliate program where they can direct their traffic.

And if you give them one affiliate program, then they will love you, and will make a lot of efforts to ensure that you are happy.

Difficulties this method also, of course, there is. The first difficulty is that you need to build . Partners, of course, are ready to drive traffic to you, but only if sales are made from it (and they make money). If there are no sales, they will quickly forget about you and switch to others.

The second difficulty is the need to motivate partners to work all the time. People they are knowledgeable and able, but a little lazy. They need to be constantly given some kind of incentive. For example, to hold contests, distribute prizes to the best partners, set higher commissions for those who sell more.

Yes, and the affiliate program itself also needs to be promoted somehow, so that more and more people with new traffic come to you. As an option, you can make a two-level affiliate program. This is when partners advertise your own affiliate program, and then receive commissions not only from their sales, but also from the sales of those partners whom they attracted “for themselves”.

Technically, you can organize an affiliate program through various services. For example, I use the service because it is best suited for electronic products.

And finally, let's talk about how to make advertising on the Internet for free for a million dollars.

#5 – How to do online advertising for free for a million dollars

In the end, I want to reveal the most terrible "secret secret" about advertising on the Internet. If you want to make money online, then the main thing is not to make ads for free. The main thing is to make sure that your advertising is profitable.

Tell me, is spending a million dollars on advertising expensive or not? You just don't say it. The question is whether this advertising will be profitable or not. Spending a hundred rubles and earning zero is unprofitable, and therefore too expensive. And spending a million and earning ten is profitable, which means it’s completely inexpensive.

And you, too, can spend any money you want, only if you have it set up (by the way, the same requirement applies to the previous paragraph about affiliate programs).

I hope this article was helpful to you. Bookmark it and share it with your friends. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (squeezed from personal experience for 10 years =)

See you later!

Your Dmitry Novoselov