Is advertising on the Internet effective?

A huge number of metrics and variables are used in the statistics of online ad placement. Many of them are used to analyze users' behavioral characteristics when planning future advertising campaigns. But the primary measure of the effectiveness of a particular placement is the cost per click. It is this metric that is used when conducting a comparative analysis of the cost per contact in other media tools or for placements within the network.

Calculating the cost per click is simple and does not require studying marketing. Divide the cost of placing the advertisement by the number of expected clicks to obtain the cost of a motivated contact. Comparing the resulting figure with the cost of a similar contact in other media is also not difficult.

But there are nuances to online advertising — if a person clicks on a banner, it means they became interested, although it is still too early to draw conclusions about the effectiveness of a particular advertising method based on this data. A "click" is not an indicator of converting a potential buyer into a company customer.

If the information on the website is presented poorly, any result of an ad placement can be destroyed in an instant. Having brought visitors to the site, the advertisement has done its job. The user's subsequent actions will depend on whether they can find the information that interested them within the first few seconds. A site with poor design and navigation will nullify all the efforts of the advertisement.

If you are confident in the site's content, all that remains is to prepare a program that analyzes all incoming data based on the exact number of users who became your customers.

Advertising campaign tactics

If the strategic platform of an advertising campaign can be called its concept, then the tactical one will be media planning. This includes compiling a list of sites that serve as advertising platforms for placing ad messages, determining the frequency of such placements and the specific locations on the site. This factor is second only to the concept and determines the effectiveness of ad placements, so it should be treated with full responsibility.

When planning banner placement on the web, it is necessary to take into account many aspects of the PR campaign, evaluating the effectiveness of each specific placement individually. Such work should be carried out by competent specialists who clearly understand their responsibility and are ready to be accountable for it. When developing the campaign concept as a whole, do not overlook the question of the format of advertising media. When preparing the media plan, it is necessary to determine the method of presenting the material, which in turn depends on the product being advertised.

Sometimes the greatest return comes from large banners, but often text-and-image blocks prove much more effective. The choice of ad placement types should align with the concept of the advertising campaign. That is, if a popular platform offers placement in a different format, it is better to refuse it altogether. Having determined that larger-format banners will produce the greatest effect, follow that tactic.