I want to know before I put out an Internet advertisement! Basic mechanism and cause of failure | Mechanism of the web that people can not ask now |

Suddenly, I'm glad the web world has ads. You can attract people to your site at any time, and if you don't have enough sales at the end of the term, you can increase the number of ads on your computer and you will see results the next day.

In the old days, getting people to visit your site required a lot of hard work, such as having them post links to other sites and handing out address cards. However, web advertising is a double-edged sword if not managed well. If you spend too much on the budget and don't get results, the position of the person in charge of the web will be in jeopardy, so let's understand the mechanism correctly and operate it efficiently. Now let's talk about how Internet advertising works.

The Emergence of Internet Advertising and Its Basic Mechanism

In 1994, advertising was born on the Internet. At first, it was as simple as a small banner displayed on the site of AT&T, an American telecommunications company. Since then, Internet advertising has continued to grow, surpassing newspapers and radio, and finally surpassing TV advertising in 2019. Twenty-seven years after its birth, Internet advertising is now in an era where even B2B companies are considering advertising.

It's a waste to use Internet advertising, but some people say that it doesn't produce the desired results. First of all, let's understand the mechanism and master it. The basic mechanism by which Internet advertisements are displayed is as follows.

How Internet Ads Are Displayed

1. A customer is looking for information and tries to view a page
2. If there is an ad slot on that page, the web server sends a request to the ad serving server
< li>The ad server responds to the request and sends out an ad that matches the pre-set criteria
3. The ad is inserted into the ad slot on the page and displayed on the page the customer is viewing
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What is important for the company side is the mechanism 5 to 7 in the above diagram after the Internet advertisement is displayed to the customer.

How internet ads work after they are shown to customers

1. Mechanism from Internet advertisement to purchase
2. Customer clicks on advertisement
3. Customer is page on web server owned by advertiser company Jump to
4. If satisfied, the customer will purchase the product or register as a member
5. A record of the result will be sent to the ad distribution server

Characteristics and differences between mass advertising and Internet advertising

Once you understand the basic mechanism, next is to understand the characteristics of mass advertising such as TV, newspapers and magazines and Internet advertising. keep it in mind.

Mass advertising is advertising on mass media media (television, radio, newspapers, and magazines are called "four mass" media). The main characteristics of mass advertising and Internet advertising are as follows.

These Let's dig deeper into the differences between mass advertising and Internet advertising, based on their characteristics.

In mass advertising, it was necessary to have customers look at the advertisement many times, remember the product or service, and have them remember and buy it when they went to the sales floor. This is the law of AIDMA.

Attention → Interest → Desire → Memory → Action (purchase at the sales floor)

On the other hand, when a customer clicks on an advertisement on the Internet, the customer will visit the web page prepared by the company without fail, so a lot of information can be provided. Therefore, by entertaining videos and games, you can also make them like your site and products more. You can also set up a link destination and reach your goals such as purchasing products, downloading materials, and registering as a member on the spot. On the Internet, advertisements immediately lead to action, and the sense of speed is unique to the Internet.

This is especially about "listing advertisements (search-linked advertisements)" placed on search engines such as Google, but Internet advertisements are also characterized by low prices. The “pay-per-click method” starts at 100 yen per click. If the ad is clicked 10 times, the advertising cost is 1,000 yen. If you set a daily budget limit, no more ads will be displayed, so you don't have to worry about spending too much on advertising. Also, since it is a system where you are charged when the ad is clicked, if you click 100, you will almost certainly be able to attract 100 people. Unlike mass advertising, it is less likely that you will miss out by saying, "I put out a newspaper ad, but there was no response at all."

However, with pay-per-click, the popularity of your keywords drives up the price of your ads. Many companies may advertise on the same keyword, but if you do so, the ads of companies offering higher CPCs will be displayed first and will be seen by more people. If many companies compete for the first display, the price will increase steadily. It is not uncommon for popular keywords to cost ¥1,000 or even ¥10,000 per click.

On TV, a commercial can be watched by millions of people just by running it once, but in order to get 1 million clicks on a listing ad, it costs 100 million yen even if it is 100 yen per click. . In other words, listing ads are not simply cheap, but it is essential to invite accurate target customers to your site.

In Internet advertising, you can freely create a destination from the advertisement. The page that comes from the advertisement is called a "landing page" in the sense that it lands.

The landing page is free to create products and services that customers want more. As long as they come to your landing page, you can persuade customers with your own logic without worrying about your competitors. If you register your email address, you can continue to send emails to that person. The ability to monopolize the target and deepen communication in this way is also the appeal of online advertising.

Another big difference between mass advertising and Internet advertising is the narrowing down of the target audience. Mass advertising has many users, and people of different ages and tastes tend to live together. The characteristics of programs and media show trends such as "generally there are many in this age group" and "there are many fans of this talent", but the media side does not narrow it down.

Recently, even on TV, the results of "individual audience rating" and "core audience rating" have come to be emphasized. We began to focus on reach specific to age and gender.

On the Internet, the narrowing down of specific layers is much clearer. There is a function that allows you to narrow down the delivery destination by municipality, and specify things such as age, gender, and preference trends. Of course, not everyone reveals their age and gender, so it's not 100%, but compared to the mass media, the narrowing down accuracy is quite high.

By summarizing the differences mentioned so far, it can be said that Internet advertising has the following characteristics.

1. You can narrow down your target audience and show ads
2. You can get reactions on the spot
3. Advertising costs can be kept low as much as you can narrow it down< /li>
4. Increase sales potential by attracting viewers to your company's media and providing information exclusively

If you understand this feature and operate it, it will be effective. It will appear, but if you do not understand it and operate it like a mass advertisement, it will not be effective, so be careful.

Notes on Internet Advertising

Internet advertising can be practiced from a low budget, but a low budget makes it difficult to hire professional help. A private store can't ask a major advertising agency to put out a little listing advertisement.

Small-scale Internet advertising is usually done by companies themselves or supported by small and medium-sized production companies. Unfortunately, you will have to advertise without relying on advertising professionals. With a smaller budget, production companies can spend less time on advertising.

Therefore, Internet advertising will not succeed unless the company itself thinks carefully. You may think, "Even if you say that, I'm an amateur who doesn't know much about the Internet or advertising...", but even an amateur can do it! Don't be afraid to think about it, because it's something that ordinary business people can think of.

Things that companies should consider when placing Internet advertisements

Before placing Internet advertisements, the following points should be carefully considered.

I will explain each.

First of all, the most important thing is to decide who you want to call in this ad. Since the work of putting out advertisements is troublesome, it is easy to rush and start typing in the ad placement screen, but be sure to create a target list in Excel.

For example, locality is important for local services. If you are a condominium maker with properties in Hokkaido, even if many people from Tokyo or Osaka see advertisements, they will not become many customers. In the target list, we will fill in the target people who limit the area such as "people living in Sapporo" and "people in Hakodate".

Also, for B2B companies, etc., the target industry is decided. We will make a list of “people in the XX industry” and “XX industry”. Among them, do you want to show it to management, or do you want to show it to on-site planners? Let's decide in detail.

In addition, it is good to understand the features of the product. The best way to sell your product is to have someone who appreciates your product's features visit your site. If the product is by far the cheapest among the competition, then there should be consistency in both the ad and the landing page saying "cheap".

For example, if an apartment maker in Sapporo has the feature of "a condominium with a work room that is ideal for remote work", it is necessary to advertise it in the advertisement text and landing page.

If you forget about "product features" and "who you want to call" when writing an advertisement, it will be "apartment of this size and price", and narrowing down conditions such as "area" and "features". is gone. Even though it is an apartment in Sapporo, it would be useless for a person looking for an apartment in Tokyo to click on the ad. , you may think, "We don't need a remote." Place your ads to capture people looking for product features that meet their needs.

The second and third points, "What is the person looking for?" .

For example, there are multiple features in the same apartment property. People who are looking for "all units facing south" should be shown advertisements for "all units facing south", and those who are thinking "Is it okay to move to a place far from the office because remote work has increased?" , showing ads that match. Think carefully about what your customers are looking for and what they want, and place your ads accordingly.

Causes of Internet Advertisement Failure

Once you know the points you should consider before placing an ad, let's understand the causes of failure and avoid them. Internet advertising is easy to place, so you can immediately apply and start advertising. Especially with listing ads, you can post just by deciding on a keyword and creating an ad sentence for that keyword. Because it's so easy, it's easy to end up advertising with too many keywords.

However, even if you put out a lot of listing ads, it costs money to create a landing page, so there is only one page, and there are many patterns that lead to one landing page from many ads.

For example, let's say you posted a listing ad with the following keywords.

On the other hand, if the messages on the landing page were in the following order:

Then something like the following image will happen.

The first thing people see when they click on your ad is the message "Cheap". Even if a person searches for "apartment south facing" and finds an ad for "all units south facing" and clicks on it, the landing page that appears says "cheap". This creates a gap between the customer's request and our message. It will also show "cheap" to people who are looking for "remote work". Ideally, there should be a one-to-one correspondence between needs, advertisements, and landing page appeal points, as shown below.

However, in general, it is the advertiser who publishes the advertisement, and another production company creates the landing page, so it is very difficult to communicate and the content of the advertisement and the content of the landing page do not match. There are many in

As a result, ad landing pages are performing very poorly. According to my measurements, many landing pages have a bounce rate of 97%. In other words, only 3% of people click the "buy now" or "request materials" button to proceed.

If you spend 100,000 yen on advertising, 97,000 yen is suddenly wasted. The production cost of the landing page may cost about 200,000 yen. It's a waste, isn't it?

The way to prevent this is to think carefully about who to collect, what they are looking for, and what they want to see, and consistently appeal to them. is.

It's best to think ahead, but you can also check after the fact. Once you have a landing page and a draft of your ad, print it all out and lay it out on the boardroom table. The landing page is the first thing you see, so just print out the top.

Relive how customers feel when they click on an ad and get to the corresponding landing page. Make sure your needs and appeal match.

The landing page production company may say, "If you look a little further down, you'll also find 'remote work.'" It is generally said that web browsers judge whether a displayed page is worthwhile within 3 seconds, and if it is not what they expected, they usually leave without scrolling.

If your message is visible in 3 seconds, you should use the top, first scroll part of the page. But if you try to cram content that meets the needs of as many people as possible on the first scroll, you end up with a bad landing page for everyone.

It's better to think that one landing page can meet up to three user needs.

Ingenuity of the landing page when there are many needs

The production cost of the landing page is high. If you have 10 product features and advertise with 10 different keywords, creating each landing page will cost you a lot of money.

If you have multiple needs, just rearrange the message blocks on your landing page. Landing pages typically consist of multiple message blocks stacked vertically. Persuade them by telling them the features of the product in turn, and after seeing a few blocks they are persuaded to press a button such as "request materials" or "buy now".

Sort this block to show a keyword-headed landing page for each need. For those who are "south-facing", put "south-facing" at the top, and for those who are "remote work", put "remote work" at the top, and scroll down to catch their interest. . For example, persuade in the following order:

This apartment comes standard with a work room perfect for the remote work you've been looking for! ↓ Oh, it says that all the houses face south. ↓ Oh, cheap! "I might be able to buy this!"

This way, you can create one page, rearrange it according to your customer's needs, and churning out landing pages that meet their individual needs.

If you think about what your target audience wants, you should be able to convey what they want in the order of your ads and landing pages. With this in mind, try to improve the performance of your ads as much as possible.