Internet advertising strategy

For the effective development of business in the worldwide network, the development of an advertising strategy is one of the most important stages. This service includes a detailed study of the plan for website promotion taking into account all available advertising tools.

The key indicators of the effectiveness of advertising on the Internet are the result, speed and payback. The main objective of the strategy is to work out all advertising communications in such a way as to increase the number of customers, sales or applications with minimal budget costs.

Why you need to order advertising on the Internet

If the development of an advertising campaign strategy is carried out with high quality, then among all Internet marketing tools, advertising brings results the fastest. At the same time, you can set the display parameters as precisely as possible, thereby interacting only with target users.

There are also many useful tools available to you to measure the effectiveness of online advertising. For each search ad, banner, teaser, etc., the advertiser has access to a detailed report on the number of views, clicks and further user activity on the site. None of the offline types of advertising can boast of such opportunities.

Goals of advertising campaigns

Goals are the foundation of any campaign. They determine what results need to be achieved, what tools will be used for this and how long it will take. The complexity of achieving goals and the characteristics of the niche also affect how much it costs to develop an advertising strategy. They can be of the following types:

  1. Attracting clients.
  2. Presentation of a product or service.
  3. Work on the reputation of the company.
  4. Increasing coverage.
  5. Increasing brand awareness.

Also, one of the types can be considered the monopolization of an advertising tool. The company overpays for a certain channel, such as search advertising for popular queries, thereby outbidding other advertisers (making it unprofitable). This method is sometimes used by large brands in the fight against small enterprises in order to maintain their influence in the market. But this approach always works at a loss, and therefore is not suitable for everyone.

Stages of developing an advertising campaign

The whole process of advertising promotion consists of the following steps:

  1. Research . Collection and analysis of data on everything that affects the effectiveness of promotion. This includes the study of the enterprise itself, its competitors, target audience, as well as market features.
  2. Strategy . Based on the goals set and the information obtained in the research, an advertising strategy is developed and implemented – a long-term plan for the development of the company. In it, each tool has its own role in promotion.
  3. Media planning . Detailed study and preparation for the use of individual advertising channels: collecting key queries for the search context, determining prices and preparing a list of sites for banner advertising, etc.
  4. Development . Content is created (text, photo, audio, video) and separate landing pages for campaigns.
  5. Implementation . Launching advertising, collecting data on its effectiveness and adjusting the strategy (if necessary).

It is important that each stage is carried out qualitatively and meets the goals set. Only in this case, the promotion will give you the desired result.

Types of advertising campaigns

The development of a marketing advertising strategy may include the use of the following tools:

  • contextual advertising in the CCM and YAN;
  • advertising in CPA networks;
  • targeted ad impressions in social networks;
  • advertising posts and integrations on popular publics or opinion leaders;
  • paid publications on thematic information portals and online media.

It can be not only one of the listed items, but all of them at the same time. It all depends on the goal and the budget that the advertiser has.

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