How to plan online advertising, planning steps for online advertising

The planning steps of online advertising include determining the target of online advertising in Lina Town, determining the target audience of online advertising, determining the budget of online advertising, making decisions on advertising information, and selecting online advertising distribution channels and methods.

1. Determine the goal of online advertising.

The limb function of advertising objectives is to make consumers change their cognition, emotion, attitude and behavior towards the brand through information communication, so as to achieve the marketing goals of the enterprise.

2. Determine the target audience for online advertising.

To put it simply, it is to determine who the online ad wants to see, and determine which group, which class, and which region they are. Advertising can only be effective in achieving its goals if the right users are engaged in advertising messaging campaigns.

3. Determine the budget for online advertising.

When determining the budget for online advertising expenses, the competitive equivalence method refers to the fact that an enterprise determines its advertising expenditure by comparing the advertising expenditure of its competitors in order to maintain a competitive advantage.

4. Decision-making on advertising information.

Advertising messaging decisions are all about determining what and how the ad is going to say. The advertising message is mainly information from the product, which indicates the main benefits offered by the product. We can communicate with consumers, distributors, experts and competitors to form a variety of advertising ideas, among which the consumer is the most important of a good idea**.

5. Select the channel and method of online advertising.

There are many channels and forms of advertising on the Internet, each with its own advantages and disadvantages. Enterprises should choose to publish corporate brands and online promotions according to their own situation and the goals of online advertising.

1. Preparation for online advertising 1) 1, the promotion strategy of advertising is planned by the promotion department and the planning professional team, planning creative and highly interactive advertising 2, after formulating advertising planning, the development of advertising evaluation plan Placement ** and advertising position of their own netizen views Attractiveness of brand, product or activity Attractiveness of advertising creativity 2) The choice of **** is mainly determined by the target audience, mainly determined by the overlap rate of **user and target audience, and user characteristics can be targeted by technology; The content is cooperative, and the audience does not reject the **; technical strength; third-party ad monitoring systems; planning team; 2. Test of online advertising 1) Reason: high technical content and many relative links; Take three days as the test time, mainly 1, the advertising ** is normal, 2, whether the advertising link is correct, 3) whether the advertising monitoring system is normal 2) the advertising creative replacement adopts "bivariate cross-statistical analysis": Shouchenqiao The effect of the same creative in different ** and advertising space; The effect of a single ad slot replacing a different creative.

3. Network advertising analysis 1): nine indicators 1, click-through rate 2, access rate 3, bounce rate 4, independent access IP5, access path 6, exit page 7

Visitor cost 8, conversion rate 9, input-output ratio of advertising cost 2): three equalization methods 1, comparative analysis method 2, weighted calculation method 3, click-through rate and conversion rate 4, optimization and management of online advertising 1) test the creativity before delivery, especially large-scale advertising; 2) Establish a necessary backup plan at the beginning of advertising to ensure that it is replaced and compensated when the advertising effect fluctuates; 3) Conduct detailed traffic testing on the campaign, and objectively evaluate the quality of the contribution of different media combinations and audience actions.

Fifth, specific planning.