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What type of advertising is the most effective statistic. Which ad is the most effective: statistics and examples

As you know, advertising is the engine of trade. If you want to promote your business and increase the number of sales, then you should definitely use it for marketing purposes. But not every promotion works today - people simply do not pay attention to various promotions and streamers, so its effectiveness tends to zero. In this article, we will look at which advertisement is the most effective (statistics compiled on the basis of an analysis of dozens of sources), and which directions are most popular today.

Advertising types

Today there are several key types advertising that can be used to promote an existing business. It can be divided into commercial, social and political. Of course, we are only interested in commercial advertising, which is aimed at attracting visitors and increasing sales - the rest does not apply to business as such.

It is divided into several types:

Classic outdoor, that is, located on the street. This type includes various signs, posters, signs, billboards, etc.
Using the media (television, newspapers, magazines, radio).
Using the Internet (banners, contextual advertising, social networks, links).
Printed products (leaflets, stickers, announcements, etc.).

There are other types of promotion, but the ones described above are the most common.

Why is it needed

Some aspiring entrepreneurs believe that advertising, as such, is not needed - just make a good product and they will quickly find out about you. Such word of mouth really works, but in very narrow niches and if you need to attract not a constant stream of customers, but only a limited number. Such a promotion will be effective for small companies that provide services that take a lot of time (for example, repairs that drag on for 2-4 weeks).

How to promote small and medium businesses

It is believed that the key term for a small business is 24 months after opening, for an average business - the next five years. If the company survives this period and can occupy a niche, then it will continue to follow the beaten track. That is why in the first two years, small and medium-sized enterprises need serious support and maximum progress in all areas.

What types of promotion to choose for small and medium businesses? It all depends on what exactly you are doing, but, in fact, you can use all the options. Modernwill bring people from the street to you, contextual advertising - people from the Internet, promotion in social networks will allow you to create your own groups of fans, promotion in the media - the general population. But you need to understand what exactly you plan to advertise and compare the available opportunities with your product.

For example, it is practically useless to advertise youth paraphernalia on TV and newspapers, since your target audience simply does not use such sources of information. But Internet promotion and social networks will be most welcome. Therefore, carefully consider your marketing strategy, draw up a portrait of your target audience, and only then spend money.

How to increase sales

There are several ways to increase sales, but there is no universal answer to this question. The fact is that everything is too individual and depends on many factors: type of business, target audience, budget, etc.

State the problem, preferably with an interrogative intonation. For example, if you sell mattresses, then “Does your back hurt in the morning?” etc.
Offer a solution to it as if only you could solve it.
Show that your offer is unique and compares favorably with other companies.
Try to give people less time to think and decide “the promotion is valid until such and such a date”, “there are so many units of goods left”, etc.
At the end of the sentence, you should make a call to action so that the person wants to make a purchase, for example, “contact”, “call”, “order”, etc.

Such simple ways will attract the attention of users and form the right opinion in them, pushing them to buy your products or services.

Minimum investment with maximum efficiency

Next, let's look at how to attract maximum amount target audience using a minimum budget. It is believed that the most effective advertising- in the Internet, In addition, you can choose the target audience you need by age, gender, place of residence, interests, etc.

But it is impossible to dwell on one type of promotion, since this will lead to the "puppeting" of the business - you need harmonious promotion from several sources.

What else is effective? Oddly enough, but this outdoor advertising and various flyers, mailing lists, reporting information in social network groups and forums. In this paragraph, word of mouth should also be considered - with the right approach, it will bring new customers who can move into the category of regular ones.

Rules for evaluating the effectiveness of advertising

If you start new business, then, in fact, you need to independently study how effective Various types advertising and what to focus on. It is impossible to say unequivocally about the effectiveness of one type of promotion and the illiquidity of the second, because in two different situations for two identical companies they may differ.

Efficiency is measured in two key ways:

Financial (how much sales increased after the company started).
Communicative (how accurately the advertisement hit the target and conveyed the necessary information to the target audience).

These indicators directly depend on the developed marketing strategy and the allocated budget. No need to think that you can promote yourself trademark, using only improvised means and spending a couple of thousand rubles a month on it - this method is good only for micro-businesses in small settlements, where everyone will know about the opening of a company or store, because they are all in sight.

Explore new directions and monitor the effectiveness of advertising

Practice shows thatin a bundle, that is, part of the outdoor, part - printing, part - the Internet, part - the media. But in all these parts, you need to choose a suitable niche, set up a company correctly, set priorities, etc. You need to calculate efficiency as follows - how much profit came for each ruble spent. For example, you spent 1000 rubles on a context, while it brought you 25 thousand. From here we derive its effectiveness.

Integrated analytics

In the previous paragraph, we said that you should choose advertising for effectiveness, directing efforts to the most profitable options. But the fact is that it is impossible to evaluate everything in numbers. For example, contextual advertising usually brings you sales, but at the same time it practically does not promote the brand - a person simply does not remember where he bought it, he just followed the link and got what he needed. But advertising in the media or printing can bring a minimum of sales, but at the same time it forms the image of your company in the audience, which will later result in general recognition. That is why any marketing actions need to be evaluated comprehensively - one option brings sales, the second brings recognition, the third takes your place and crowds out competitors, the fourth is ineffective, but the budget for it is practically not required. Such an assessment will help you see all this from a height, and not in parallel - try to look at the whole picture, and not just at specific fragments.

What is considered the most effective

Practice and statistics give an unambiguous answer to this question - all “cheap” methods have almost zero efficiency. There is a completely logical explanation for this: the cheap advertising market is littered with millions of offers, thousands of companies are spinning on it that do not have budgets, experience, or a promotion strategy. It is very difficult to compete with them, and it is pointless - even if you can break into some free / cheap niche, then you can simply be bought out. Therefore, do not bet on cheap options. Set yourself up that without high-quality, competent marketing, sales will be extremely small. Therefore, it is better to hire a qualified marketer for yourself than to study it all from scratch, fill bumps and make classic mistakes with millions of similar companies.

Attention:if you do not have the resources to hire a qualified marketer or team, then you can turn to an outsourcing service. You will develop strategies, directions, prompt actions, and then you will move on your own.

Outsourcing is a great option for small business - you don't have to create a separate workplace, pay taxes, make social payments, etc., you will pay for a specific job.

Do you want to organize successful and effective advertising? Draw a portrait of your target customer. Determine his age, gender, social status, interests, etc. For example, if you sell craft beer, then your client is a man aged 22 to 35 years old, with an average income. If you sell household goods in a convenience store, then your customer is a woman, aged 28 to 55, married, with a low-middle income, etc.

How to advertise an online store

Today, almost any business has its own online store, or at least a business card website, which contains contact information, scope of activity and price list. let's consider examples, how to advertise such a business. Let's assume that our online store sells prescription glasses and sunglasses.

First of all, we define the target audience. In our case, since the list of goods is wide, it will be three directions: young people who are likely to be interested in sunglasses, pensioners whose eyesight has already become worse than in their youth, and middle-aged people who have to wear glasses. At first glance, this target audience has nothing in common, but it can be grouped by income level, promotion paths, etc.

So, if we advertise exclusively on the Internet, then you can bet on the phrase “inexpensive glasses”. Further develop it - “sunglasses for stylish people” or “accurate selection of diopters, detailed consultations”, etc. If you have a warehouse or office, then you don’t need to cycle solely on the context - outdoor advertising, leaflets, ads in the media are quite suitable, newspapers. Youth can be attracted through social networks by creating groups and posting photos, interesting information, pictures in them. Middle-aged people also actively use social networks, so you can intercept this part of the audience. For pensioners, it is more correct to focus on television, radio, newspapers, attracting them with discounts, low prices, consultations, etc.

Afterword

Remember that even after studying alland attracting dozens of visitors, you should not forget that you need to form a loyal audience. Practice shows that people become attached to “points” where they liked it, where everything went quickly and without problems. Therefore, do not forget about audience support - arrange drawings among buyers, hold promotions, offer discounts, etc. - this way you will create a strong backbone that will not let you down even in a crisis.

In contact with

According to a survey from the end of 2016, 83% of marketers would create video content if time and resource constraints didn't get in the way. 30% of marketers are going to spend more time on video marketing on Facebook in 2017. Did you know that a Facebook video, on average, attracts 135% more organic searches than a photo on the same social network? Or that 73% of B2B marketers say that video has a positive impact on marketing ROI?

In this article you will find 50 of the most interesting facts from social statistics related to trends, user behavior, engagement and more. Let these facts help you develop effective strategy video marketing in social media for 2017.

Trends

1. By 2020, online video will account for over 80% of all consumer traffic.
2. Every day, 8,000,000,000 videos or 100,000,000 hours of video are watched on Facebook.
3. 10,000,000,000 videos are watched on Snapchat every day.

User Video on Snapchat and Facebook: Rapid Growth
Daily video views on Facebook
Views per day
Daily video views on Snapchat
Views per day

4. Between December 2014 and December 2015, Twitter video views increased 220 times.
5. Periscope users have created over 20,000,000 broadcasts.
6. Periscope users watch over 110 years of live video every day.
7. More than 50,000,000 hours of video are watched on YouTube every day.
8. From 2014 to 2015, the number of searches related to "How to..." increased by 70%.
9. In the first 5 months of 2015 in North America more than 100,000,000 videos with step-by-step instructions have been viewed.

Use of video by marketers

10. In 2016, 60% of marketers used video in their marketing in in social networks.
11. In 2016, 14% of marketers used live video in social media marketing.

Visual content - 74%
Blogs - 68%
Video - 60%
Live videos - 14%
Podcasts - 10%

12. 73% of marketers plan to expand their use of video.
13. 50% of marketers plan to use live video.
14. 44% of marketers and small business owners plan to invest in promoting their video content on Facebook in 2017.
15. 83% of marketers would create more video content if they weren't hindered by time, resource, and budget constraints.
16. 43% of marketers would create more live videos if they weren't hindered by time, resource, and budget constraints.
17. 1 in 4 marketers and small business owners feel they are falling behind in video marketing.

Video Watching: User Behavior

18. Videos no longer than 2 minutes led to the highest level of engagement.

The vertical axis is the average level of engagement, the horizontal axis is the length of the video

19. 65% of users who watch the first three seconds of a video on Facebook will watch it for at least another 10 seconds, and 45% will watch it for another 30 seconds.
20. 55% of users carefully watch videos, and this is the highest among different types content.

What types of content do you study closely and what types of content do you study superficially?
Blue - carefully, gray - superficially.
Video - 55% and 32%.
Posts on social networks - 52% and 39%.
News articles - 49% and 37%.
Research - 47% and 34%.
Online courses and educational games - 37% and 31%.
Interactive articles and tools - 33% and 42%.
Long business content - 32% and 41%.
Blogs - 29% and 43%.
Long content related to pop culture or news - 27% and 40%.
Podcasts - 23% and 36%.

21. 85% of Facebook videos are watched without sound.
22. Over 50% of videos are viewed on mobile devices.
23. 93% of Twitter videos are viewed on mobile devices.
24. Half of YouTube subscribers between the ages of 18 and 34 will take a break from everything they do to watch their favorite author's new video. Hence, YouTube has a very engaged audience.

Involvement

25. Facebook is 8.4 times more effective than any other social video marketing channel.
26. Facebook videos, on average, attract 135% more organic searches than photos on the same social network.

27. On average per week, YouTube reaches a wider adult audience in prime time than anyone cable channel. And this is only on mobile devices!
28. 43% of users want to see more video content from marketers in the future.
29. Twitter native videos get 2.5 times more replies, 2.8 times more retweets, and 1.9 times more likes than outside videos.
30. A video is 6x more likely to be retweeted than a photo to be retweeted, and 3x more likely to be retweeted than a GIF.

Live video

31. On average, people spend three times as much time watching live video as they do watching pre-filmed videos.
32. Facebook users comment on a live video 10 times more than a normal video.
33. 80% of Lifestream survey respondents would rather watch a company video than read a company blog.
34. 82% of Lifestream survey respondents prefer live video from brands over social media posts.
35. Live event video increases brand loyalty by 63%.

Promotional videos

36. Signatures to commercials on Facebook increase their viewing time by an average of 12%.
37. Snapchat videos get about twice as much visual attention as Facebook videos, 1.5 times more than Instagram videos, and 1.3 times more than YouTube videos.

39. Interaction rate for interactive videos on Snapchat is 5 times higher than the average CTR on similar platforms.
40. Video ads on Twitter are rated 10% more relevant, 8% more enjoyable, and 8% less intrusive than disable pre-rolls on company websites. 43. 4 times more buyers will watch a video about a product than read texts about it.
44. 4 out of 5 millennials study video content when making a purchase decision.
45. 70% of millennials typically watch company videos when shopping online.

ROI

46. Companies that use video in their marketing grow revenue 49% faster year on year than companies that don't.
47. 76.5% of marketers and small business owners track the results of using video marketing.
48. 73% of B2B marketers say that video has a positive impact on ROI.
49. The appearance of a brand logo in a video will increase purchase intent by 9%.
50. Companies that use video in their marketing outperform businesses that don't by 27% in CTR and 34% in conversion rates.

Comparison of species according to their merits

On the Internet there is many types of advertising, namely:

contextual;
in social networks;
product placement;
viral;
banner;
teaser;
e-mail distribution.

Contextual

Considered the most popular. Its peculiarity lies in the fact that it is shown exclusively to those users who often look for certain information. For example, a user searches the Internet for information about cars, respectively, he will be shown contextual advertising about this type of transport.

The most demanded platforms in the contextual advertising market are:

Google ("Adwords");
Yandex.Direct;
Runner.

Each site offers several subspecies of contextual advertising:

Serp– advertising will be displayed on the pages displayed by the result of the search query;
thematic advertising– is displayed exclusively on portals that have been included in the advertising network.

achieving specific goals in the shortest possible time. The target audience is recruited on the first day of launch advertising company;
advanced advertising campaign settings. You can set up ads to be shown to a limited number of users. For example, for those who are looking for similar information on the net;
ease of tracking the effectiveness of an advertising company.

In social networks

payment per impression;
or pay per click.

Depending on what goal each employer pursues, a choice is made in favor of one or another subspecies.

like the contextual type of advertising, this one has flexible system settings;
the popularity of social networks will significantly increase brand awareness, sales, and so on;
It is possible with a small capital to significantly increase your profits.

Product placement

This type of advertising began to gain popularity relatively recently (only a few years). She is used in online games. How does it manifest itself? Everything is pretty simple. For example, the player plays a certain character. On his clothes there is a logo of a brand or a link to a website.

However, here it is necessary to take into account the disadvantages manifested in the form:

limited number of users who can see it;
high cost (logo development significantly increases its price range).

From the advantages:

advertising can be unlimited in time;
great for advertising any newly created online games.

Viral view

For example, an advertiser shoots a video in which he talks about how to install your blog on hosting. In some place, unnoticed by the audience, he says that for the successful development of the blog, it is necessary to develop a design, and thereby advertising his services. After watching the video, the user begins to share it with his friends. Thus, viral advertising develops along the chain.

The advantage is the possibility of promotion without investment. Among the disadvantages is the difficulty in developing viral advertising, as well as a long waiting period.

banner

The banner type of advertising is completely identical to that which can be seen in newspapers and magazines. A bright ad of any size is placed on sites, after users are interested in it, they click on it and go to certain resource. In simple words, the banner is a graphic image.

Now the banner can be used in the form of an animated video, which significantly increases efficiency.

In addition, the banner includes several subtexts:

motivation to action;
increasing brand awareness.

attendance of the resource where it will be placed;
its size;
location on the site.

On average, the price varies from 1000 to 2000 rubles. Among the advantages are:

the speed of achieving results;
relatively low price range.

It is important to remember: to achieve maximum efficiency, you need to make every effort to create colorful advertising.

Teaser

The term "teaser" means a statistical or animated ad posted on sites on the network. His distinctive feature it is believed that he never speaks directly about his advertising. Simply put, he is interested, using various tricks.

For example, the expression "He caught fish in 3 hours 20 kg." By clicking on such a link, the angler learns that the bait of such and such a company was used for this, and you can purchase it here.

low price range;
maximum achievement of efficiency;
the result is achieved in the shortest possible time.

E-mail newsletter

This type of advertising is considered the oldest, but, despite this, it is still used today. Its essence lies in the viral distribution of the same letter advertising a product, service or brand to millions of owners of their mailboxes on the Internet.

many use email for one-time use only. For example, for registration in social networks;
According to statistics, only 15% of users read incoming emails or at least open them.

In the process of developing an advertising company, you need to take into account the characteristics of each user. They have different tastes, preferences and political views.

To achieve the maximum effect, you should narrow the circle of users who are most likely to give their preference to the advertised product, brand, and so on.

For better interaction with the audience, it is necessary to filter by age, region of residence (for example, if a company operates in Voronezh, there is no need to advertise it in Moscow) and even by political views.

For this reason, it is necessary to approach the selection of the target audience for effective interaction with the utmost responsibility.

Calculating the effectiveness of a marketing campaign

The key performance indicator is the CTR coefficient, which allows you to determine the ratio of ad impressions and the volume of users who have performed any actions in relation to it.

In simple words, CTR shows the percentage of users who are interested in a particular ad. Its percentage largely depends on the type of advertising.

For example, the banner view is available to all users without exception, so the percentage of CTR rarely exceeds 1%. Speaking of contextual advertising, then the CTR will exceed 20 - 30% (shown to a limited number of users, respectively, the percentage of those interested is higher).

It cannot determine the expected income, because it is not known, by clicking on the link, the user will order products or not. Maybe for him the price will be high and he will not place an order.

For advertisers in without fail you need to know about CPM and CPC metrics. These are the parameters that determine the budget of the promotion. In the case of CPM, the advertiser pays only for impressions (the price is determined for every 1,000 impressions).

This type of formation pricing policy can be used in some cases:

the site has a pronounced audience, which will clearly be interested in the offer;
site users are constantly changing, which is very convenient, because the same ad will get tired and money will be wasted;
advertisers are confident that the volume of clicks on the ad will be sufficient to confirm the profitability of this method of pricing.

The second most popular method is the CPC indicator. Its distinguishing feature is pay per click. Its advantage is the fact that the advertiser only pays if the user has clicked on the ad.

Based on this, we can conclude that in order to achieve maximum efficiency of an advertising company, it is necessary to take into account all the smallest details.

Flaws

huge competition;
low level of user confidence (a small number of users are willing to buy the advertised product);
there is a high probability of "draining" your capital if there is no experience or enough knowledge to carry out an advertising campaign.

Despite this, statistics show that Russian users increase sales via the Internet by 10-15% every year, which is good news. Based on this, advertising on the Internet today is considered one of the most effective types. Moreover, it is in polarity on the same level as television advertising.

Market situation for 2020

According to analysts, the situation in the online advertising market will not be confirmed by any significant changes. Its popularity will only increase, while advertising in newspapers, magazines, and even TV will continue to decline.

According to the latest research, the most popular platforms for online shopping will remain:

social media;
entertainment portals;
information sites.

In addition, there has been an increase in prices for banner ads and placement of advertising posts on social networks (price increase of 20-25% is expected).

For a small business at the initial stage, advertising is of great importance. A well-built campaign in this area will help you get your first customers and start making money. In later stages, she also has great importance. At the very least, you need to convey information about new promotions and offers to the audience. At the same time, the business will not refuse to expand its customer base at any stage of its development. Which ad is the most effective? It is difficult to answer this question without considering a specific situation, but we can still give some assessment.

Offline advertising methods for small businesses

At first, a novice businessman is forced to face a lot of difficulties. As long as a small number of people are aware of its products or services, and suppliers and potential customers do not even know about your existence, it is impossible to talk about doing business.

Proper organization of an advertising strategy helps a lot at the initial stage. You should not choose expensive advertising methods if the budget is tight. It is better to offer a better service (product) so that people start talking about your business and spread the word of mouth. The advertising campaign itself should be selected taking into account the characteristics of a particular business, because otherwise you will have to carry out an unscheduled campaign.

telephone marketing

The concept itself telephone marketing involves making calls to contact the widest possible audience of potential customers of the enterprise. Whether they are individuals or legal entities, it depends on the specifics of the business. The key purpose is to inform you that certain goods or services can be obtained from you.

For skilled "phone salesmen" it is not so difficult to even pre-deal on the first call. You can get positive results if you have some communication skills. For insecure entrepreneurs good decision will hire a special employee who will conduct calls through the database of numbers. negative moment at the same time, the interlocutor may not have free time for communication or he will not be interested in your offer at all.

leaflet distribution

This method is quite well known and is actively used to this day. The distribution of leaflets can be effectively dealt with by agreeing with the management of the supermarket. In such cases, at the checkout, the buyer is offered a leaflet on which your offer is presented. Flyer printing is a relatively cheap advertising method, but conversion rates are usually not very high. To inform the audience at the initial stage, handing out flyers is an excellent method.

You can hire street consultants who will not only hand out brochures to potential clients, but also answer a few simple questions. When using flyers, it is important that they are made with high quality, because for an uninformed person they will become the “face of the enterprise”. The content should be concise, but capacious - you need to clearly convey the essence of your activity.

Advertising signs on asphalt

This type of information dissemination is relatively new for Russia. The inscriptions on the asphalt are a creative move, but not for everyone. At the preliminary stage, it is extremely important to understand exactly where your potential customers “concentrate”. Sometimes placed inscriptions do not bring effect simply because:

they are not visible due to the large number of people;
potential customers do not use the route on which the inscription is placed;
it was worn out due to precipitation and people walking;
it is forbidden to place in specific places.

At the same time, quality bright advertising on the pavement for a number of business areas can be an excellent tool to arouse consumer interest. For example, advertising will look great on the roads to educational institutions preschool level.

Outdoor advertising on the streets

This includes all kinds of signs, banners, billboards, signs on the walls of buildings, signs, advertising structures, car stickers and more. They can be decorated with or without LED illumination, in volume or flat form, etc. Almost every business that has its own retail space, uses this type of advertising in one form or another. It is important to understand that if you can make a sign above the entrance to the store without big expenses, then placing your advertising banner on city billboards is often expensive. Of the advantages of outdoor advertising, one can single out a large reach and a rapid increase in recognition.

Among the disadvantages is the high cost, which is a rather big minus for starting a business. Difficulty of competition - many people use such approaches, which requires a lot of creativity to attract the attention of a potential client. Contact is usually quite quick, so your offer may simply not be remembered.

The most effective advertising on the Internet

Advertising your business on the Internet for most entrepreneurs today is almost an obligatory expense item. Its simplest direction is to create your own website, which will attract visitors. The web site itself can serve both for informational purposes and directly become an additional (or even main) " trading floor» of your business. It all depends on the specifics of your offer. On your Internet resource you can place all necessary information O own business. Today it is a fairly cheap product, especially if we are talking about the online business card.

You can attract visitors to your site in different ways, which differ in both cost and efficiency, but we'll talk about this below. An important aspect today social networks have become. Will it be a public page, the use of advertising in other communities or personal accounts to attract to an online platform or directly to a store (office)? In each case, you need to approach with your own decision. According to statistics, the cost of attracting one client on the Internet is one or more orders of magnitude lower than when using offline methods.

Online advertising tools often need to be combined for maximum results. Sometimes it happens that one of the methods shows a low conversion, but if it is abandoned, the level of efficiency of the other method also drops. Such things are difficult to predict, and you can only notice in practice. Home positive side advertising on the Internet is its speed of distribution. There may not be much time between launching an advertising campaign and getting the first client.

contextual advertising

The fastest and most effective method of advertising on the Internet. Its main problem is the difficulty in setting up for unskilled professionals. For this reason, you will need to contact a special agency that will conduct advertising campaign. Fortunately, today such services are widely available, so they are cheaper than hiring a separate staff of "advertisers".

The advantage of contextual advertising is its clear customization for specific user requests in search engines, which allows you to select the target audience as accurately as possible. This is used by online stores when attracting customers for individual popular units of a product or product group. It is a fairly versatile tool that correct setting will start to bear fruit very soon.

SEO promotion

This is a "long-term" method. Search engine optimization allows you to get customers for free when they search for something online. It should be understood that getting to the first page will require quite a lot of effort, since almost every niche already has a host of competitors. At the same time, not using SEO is definitely a bad option, since this method includes a number of engineering works on the site and its comprehensive improvement. by the most best time to start work on search engine optimization is the stage of developing your site. This will avoid a number of mistakes in advance. The main advantage of SEO is the free transition of the target user to the resource, while in contextual advertising, you will have to pay for each click.

Free classifieds boards

This is a rather controversial instrument in many respects. The main problems in using it are - high level competition and low user confidence in offers initially. Another aspect remains that, against the backdrop of an increase in the number of offers in recent years, the number of those who come in search of purchases is increasing more slowly. The good news is the versatility of such sites - you can offer both goods and services on them. It is worth focusing on the most visited message boards - their use will definitely not be superfluous.

Public pages in social networks

Today, VKontakte remains the largest Runet social network in the Russian Federation. This platform offers the possibility of creating targeted advertising and retargeting (appeals to people who have previously become interested in your advertising). This is an effective and fairly cheap tool that many advertising agencies are actively using today. Similar tools are available in other social networks, but it is much more promising to start working with this site, since it has the widest audience and traffic.

Advertising can be purchased both in groups, whose members can potentially become customers of your business, and you can order its placement in the user's news feed. Not every company will find this type of advertising useful, but those who offer goods can find buyers here, and the created group can be used as a feedback board about your services. The most common problem when using this advertising tool is choosing the right groups. In the case of an incorrect choice of advertising placement, you can simply waste money. is a separate issue, so we will not dwell on it in detail here.

For every business "the most the best advertisement' will have its own, and bring uniform statistics in this case is not possible. In a tight budget, you will have to choose “what is cheaper” and work out a strategy to attract customers as clearly as possible. It is advisable to try the widest possible range of tools in order to evaluate what is most effective for your case.

The most effective service advertising

To the question of which service advertising is the most effective, the answer is unambiguous - high-quality execution. Of course, you should not rely solely on word of mouth, but it is important to understand that reviews in this case are extremely important. There are specialized platforms where people share their impressions about certain enterprises in a particular area. Statistics show that more than half of consumers, when faced with information about a new seller (service provider), are looking for more detailed information and reviews. If acquaintances cannot suggest anything, then they ask questions on the Internet.

It is important to monitor such network resources and promptly respond to complaints. This will not only clarify that you have already decided any existing problems, but also to reveal custom publications left by ill-wishers. Need to collect reviews text form and video format from customers on their site. In return, it is better to offer a discount - the client will return again to use it. Such a solution must be implemented to increase customer confidence, but it alone will not be enough.

At the initial stage of work, while there are not so many customers or not at all, it is necessary to use active advertising methods. If your business involves the provision of services in the territory of one city, flyers and outdoor advertising will be the most effective methods. For those who provide consulting, accounting and other services that can be provided remotely, it is better to resort to contextual advertising and search for clients in social networks.

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In contact with

By 2017, the CPA advertising market was well established. Regular players and clients were defined in it, affiliate networks occupied their niches, and small networks ceased to multiply annually at the speed of light. launched its FaceBook-Leads product, is preparing to launch its lead generation product.

This is an extremely useful practice. In order to become real, it is not enough to have only experience, it is better to listen to various thematic courses. Covering the entire digital world is almost impossible. In Russia, it is already quite large.

Main trends:

The Internet has grown by 23% compared to other media.

The volume of online advertising for the three quarters of this year amounted to 115-116 billion rubles. In November 2017, the Internet became the most profitable media, overtaking TV advertising.

Growth of costs for offline advertizing became much more modest.

Budgets for offline advertising in 2015 grew only in 24% of companies, in 2016 they grew already in 32% of organizations. Growth of more than 50% was recorded by only 1% and 4% of companies in these years, respectively. Growth in performance is ensured not only by existing, but also by newly arrived customers.

Experts from sites and technology companies noted that in the past year, the share of new business in certain segments was 70%. According to their forecasts, not all possible types of clients are covered yet, and their number will increase.

The effectiveness of performance marketing is one of the growth drivers for this advertising segment.

At the same time, an increasing number of clients skillfully build a sales funnel within companies in order to calculate the effectiveness of different advertising channels, process and skillfully work with the data received. At the same time, it is not always important according to which model to buy traffic. It is important to track and understand at what price, as a result, contact is obtained.

Various CPA products are being formed.

For example, registrations and subscriptions, filling out various applications, collecting any contact information, issued a loan, and others. The categories of customers using the CPA channel in the general media mix are extensive: lending, forex, real estate, jobs, cars, mobile applications for B2C, FMCG, and others.

The scheme of interaction between CPA market participants is simple.

Business processes are like work advertising agency, only with more automation. There are customers and suppliers. The task of the CPA platform is to provide the highest quality advice to both parties for maximum profit.

Explain to customers what is the right way to make individual creatives for CPA, give recommendations on prices and how to check the quality of the received traffic. To explain to providers that it is much more profitable for everyone to supply high-quality traffic.

Myths about CPA traffic

1. There is a myth that CPA traffic is special.

It cannot be said that it is better or worse than other channels. He is the same. The structure of traffic in each grid is individual. It depends on the composition and list of advertisers and network expertise. According to the list of channels, you can designate the following list:

Teaser networks - 15%
Social networks - 25%
Email - 25%
Contextual advertising - 1%
Clickander - 5%
Motivated traffic - 3%
Programmatic - 1% (optional)
Mobile advertising - 10%
Thematic sites of webmasters - 10%
Other channels - 5%

2. There is also a myth that CPA traffic is finite.

It is directly related to the fact that there is a limited amount of traffic at a fixed price with the specified parameters per unit of time. It is important to just skillfully manage it, as well as understand the mentality of webmasters who work with this or that offer.

The mentality of a webmaster consists of basic things:

How to make money faster?
How to achieve maximum conversion?
How to set up a campaign in such a way that leads come, and do not change anything in the settings?

It is important to understand a few things when working with webmasters:

Monitor the correct technical execution of the platform.
Promptly provide or change the creative.
Quickly confirm leads or give prompt feedback about quality.
Timely coordinate reports and make prompt payments.

By following the above things, more and more webmasters will try to bring more traffic and work only for you.

Is there competition in CPA

If we talk about competition in the CPA, then, on the one hand, it exists, but, on the other hand, it does not exist. Each affiliate network is unique and has only its own expertise.

It is not entirely true to say that the traffic in each affiliate network is unique. It's just that webmasters get used to working with one or two grids. And if the affiliate network starts to invest in the webmaster's earnings and increase it, then the webmaster will be happy to work only with you.

It is still not entirely clear what comes first "chicken" or "egg"? Client or webmaster? Or maybe the availability of a convenient platform for collecting and storing leads? Having been engaged in CPA advertising for many years, you come to the conclusion that symbiosis is important: the simultaneous presence of a high-quality technological product and “delicious” advertisers and suppliers with traffic. In this case, success is guaranteed.

About the importance of planning a CPA campaign

At the stage of planning a CPA campaign, it is important to come up with and agree with the CPA network on the criteria for the validity of leads. Immediately broadcast them to webmasters. Before launching a campaign, think about how to check leads within the customer.

If we talk about prices in CPA, then you can easily understand the level of purchases by checking prices in various CPA catalogs. It is important not to make prices in the CPA much lower than in the context. Otherwise, you yourself will provide a flow of not very suitable traffic.

How will performance advertising develop in 2018?

Mobile advertising

For performance marketing companies, mobile advertising has become a standard placement channel. For example, among advertisers using performance tools, 82% do not consider mobile advertising an experimental direction. And for 49%, mobile advertising is neither an innovation nor a priority, but simply one of the channels of communication with the audience.

A mobile application is developed for products and services with a large number of hits and user interactions, while a mobile site is more informational in nature.

So the answer is simple.

Analytics.

The most used web analytics systems are Google Analytics and Yandex.Metrika, they are installed in 82% of companies, almost always jointly. In addition to them, 51% of companies also use their own analytical and statistical services, and 38% use paid web analytics systems. For example, for mobile applications separate tracking platforms are used, such as AppsFlyers or AppsMetrika.

Technology development.

Change comes quickly.

Another trend is the integration of technologies into each other. For the most high-quality analytics of the user's journey, information about each step is needed. To get this information, technologies tend to integrate into each other.

So, for example, modules that analyze target calls are built into web analytics systems. And remarketing systems work not only with site visitors, but also with the CRM customer base recruited by the advertiser.

Offline complements online.

The share of search ads is declining.

Although the budget for other performance ads is lower in absolute money, its growth rate is higher than search. Thus, in 2016, the growth of placements in other performance formats was 40%, and search advertising - 21%.