Advertisement is part of marketing. The fundamental idea of marketing is to convey your message to customers and expect conversion. The same idea applies to either traditional ads or online ads. Initial analysis is non-trivial for a marketing campaign. We need to thoroughly understand client's business, industry, and products by marketing researching and constantly communicating with client. The most important is to know business objective clients want to achieve and the potential customers/audiences. Industry information is critical as well. Understanding the industrial trend and competitors help us to design the content of ads.
There are two kinds of online network advertising. First is search network, which is the ads show up after you enter keywords into the search engine. Google will base on the keywords people input to dynamically decide what ads are going to present. Another is display network that ads present on any kind of websites. The content of these ads depend on the content of the website. One of the advantages of online advertising is that they actually present ads to potential targeted audiences, increasing conversion possibility. To design a online advertising campaign, after market analysis, we should decide campaign structure, dividing customers into several groups and targeting distinct groups by different approaches. Since the value provided by each group will be different, how to allocate budget is important. We need to make sure we emphasize on the right group, which might be the highest value group.
To know position of your website, Google provide a page for people to check their page rank. Then sponsors can have a measurement to inspect whether the campaign they design is effective. Commonly, if you can get a rank 8 or more than 8 is really good but hard to achieve. For example, ebay only gets 7 out of 10 and Amazon gets 9. An interesting one is that Google evaluate itself only 9. I think they might need to modify their standard. Go and check the rank of your website: http://www.prchecker.info/check_page_rank.php
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