Traffic is the essence of all businesses, whether online or offline. Access to traffic can be free and can be paid. For an enterprise, the payment flow tends to be faster and faster. So for paid traffic, how to select channels and put them into efficient play is the basic rule.
For the flow channel, in addition to the cost of money, but also to consider the human cost, time cost, we have to consider the total volume of flow and the quality of the flow, in order to ensure that the ROI is reasonable. For example, SEM and information flow channels are needed by professionals, because there are too many links and factors involved. And some third party channels, such as traditional portals or local web forums, and some new media pay channel ads today, have a lot less manpower and time costs, and some start-ups or teams have just started to start, or mature companies expand new traffic (the flow of a channel will always have a limit, ” These third party channels will be used to get more traffic costs.
Third party channels do not need professional operation, for some advertising personnel, perhaps the simplest way is to follow the strategy, competitive products in the investment, I will vote. Choose location, insert bananer diagram or other simple advertisement form, do not need too much manpower cost, fool to put on wait for traffic. It is hardly known that any third party channel must go through the two steps of appeal: channel investigation and efficient trial and error.
Today, I will explain in detail how to choose the third party advertising channel for efficient delivery with a case of actual combat re opening. In order to avoid unnecessary disputes, the channel is the real name, and the readers themselves try to understand the characteristics of the channel.
I have previously run a test tube baby project, which is limited by policy reasons, and there are few advertising channels available in China. In order to get the traffic quickly, it is basically a sweep of all kinds of traffic channels. Among them, Interactive Encyclopedia, as a channel with a large number of users, is also basically occupied by competitors.
Although the number of users, competitive products are also flocking, seemingly good advertising positions in short supply, but as a qualified advertising personnel, it is necessary to do a good job in the diagnosis and analysis of the channel.
After the sale of the explanation and the understanding of the advertising PPT and other materials, an Interactive Encyclopedia advertising system is a keyword page to do advertising, the whole word page segmentation King (head bananer), the middle listening, bottom window and so on, there are many segments of advertising. The price of advertising is the difference between location and key words. Therefore, the most important factor affecting the advertising material is the keyword traffic volume and advertising location. So the first thing is to see the source of the flow of the Interactive Encyclopedia itself, the direct input, the external flow or the search engine or what social channels, and so on? What about the quality of the user and the time for the stay? Next, let’s look at the key words, the business value and location of the keywords, and analyze them one by one according to the process.
Access to its own site traffic statistics code can be added, such as Baidu statistics, 51la, CNZZ and so on, but it is very inaccurate to predict the actual traffic of an external web site, to understand the real traffic of the competing website, and to the domestic SEO analysis tools (love station, station tool, 5118), to know the real traffic of a website. A lot of sources, SEO analysis tools only predict the search traffic, and do not put other traffic channels inside, generally speaking, the analysis of the external web site is more accurate is similarweb. Its data source, in addition to the browser plug-in, also consummate each other through network crawler, network packet analysis, web data, semantic analysis and statistical calculus, and the final data can be more accurate. Of course, there are paid and free versions. I’ll make a free copy.
Login similarweb official network (self translated Google Chinese), input the baike.com domain name, from this part of the screenshot can be seen that the total number of visits is not low, reaching more than 3 million, but the next three indicators, the average access time 47 seconds, some too short, the number of pages 1.41, the rate of 84.8%. This is related to the use of Interactive Encyclopedia users, after all, the use of encyclopedia is to query the page details of the page, similar to the bidding single page, so the three indicators should be hit the question mark, this should be worth everyone’s attention.