互联网广告投放基础指南：从流量获取到精准营销
互联网广告投放基础指南：从流量获取到精准营销
Internet Advertising Basics: From Traffic Acquisition to Precision Marketing
互联网广告的核心目标与传统广告最大的区别在于其追求流量获取。大多数互联网公司都围绕这一目标开展广告投放活动。本文将分享一些基础认知，供初入行业者参考。
The core objective of internet advertising, which differs most from traditional advertising, is its pursuit of traffic acquisition. Most internet companies conduct advertising activities around this goal. This article shares some fundamental knowledge for industry newcomers.
广告投放的两种形式：
Two forms of advertising:
- 线上投放：包括PC端和移动端的各种广告形式
- 线下投放：实体广告如公交站牌、电线杆广告等
- Online: Various ad formats on PC and mobile
- Offline: Physical ads like bus stop signs, pole ads, etc.
获客转化漏斗通常包含五个关键步骤：浏览广告→点击广告→网站留存→用户注册→付费行为。每个步骤都存在用户流失，形成营销漏斗。
The customer acquisition funnel typically includes five key steps: viewing ads → clicking ads → website retention → user registration → payment behavior. User attrition occurs at each step, forming a marketing funnel.
广告投放渠道选择
Advertising Channel Selection
渠道选择是市场运营的核心课题：
Channel selection is the core issue of marketing operations:
- 初级运营：能找到渠道并完成投放
- 中级运营：能找到高性价比渠道
- 高级运营：能分析后端数据(PV/UV/IP/ROI等)
- Beginner: Can find channels and complete placement
- Intermediate: Can find cost-effective channels
- Advanced: Can analyze backend data (PV/UV/IP/ROI, etc.)
关键绩效指标(KPI)
Key Performance Indicators (KPIs)
互联网广告投放的核心考核标准是ROI(投资回报率)，难以计算ROI的行业则关注获客成本。
The core evaluation criterion for internet advertising is ROI (Return on Investment). Industries where ROI is difficult to calculate focus on customer acquisition costs.
常见广告计费模式
Common Advertising Pricing Models
| 缩写 | 全称 | 说明 | Abbreviation | Full Name | Description |
|---|---|---|---|---|---|
| CPM | Cost Per Mille | 每千次展示成本 | CPM | Cost Per Mille | Cost per thousand impressions |
| CPC | Cost Per Click | 每次点击成本 | CPC | Cost Per Click | Cost per click |
| CPA | Cost Per Action | 每次行动成本 | CPA | Cost Per Action | Cost per action |
| CPS | Cost Per Sale | 每次销售成本 | CPS | Cost Per Sale | Cost per sale |
优化广告投放的6个步骤
6 Steps to Optimize Advertising
- 选择产品并确定推广目标
- 确定流量来源
- 制作广告素材
- 设置追踪系统
- 测试和优化
- 扩大优质流量
- Select products and define promotion goals
- Identify traffic sources
- Create advertising materials
- Set up tracking system
- Test and optimize
- Scale quality traffic
深圳简单客科技(www.jdkr.cn)专注于互联网推广及企业品牌建设，为中小企业提供专业的网络营销服务。
Shenzhen JDKR Technology (www.jdkr.cn) specializes in internet promotion and corporate brand building, providing professional online marketing services for SMEs.
