Rationally operate in-site advertising to maximize value

For e-commerce operators , the most troublesome thing is the setting of advertising space, especially during holiday promotions. How to use the advertising space reasonably is a question that every operator has to think about. So with so many ad spaces on the website, how can we analyze and use them reasonably to maximize their value? In this issue, we will talk about the analysis of in-site advertising.

Before we start the article, let’s take a look at what in-site advertising is. The so-called in-site advertising refers to a form of in-site promotion for certain products/activities in a prominent position on the homepage or other pages of the website. The most common ones are banner pictures. For example, the four parts marked in blue, A, B, C, and D in the picture below, are in-site advertisements.

Doing a good job of in-site advertising analysis can not only help you understand the effectiveness of the advertising space in a certain area or for a certain image, but also help you analyze which ads are popular and which have the highest attention based on data such as page views and clicks on the page where the ads are located, and then adjust and optimize the page layout based on this data to achieve the goal of increasing sales.

First, let’s take a look at what data in-site advertising analysis can analyze for us. As shown in the figure below: (We intercepted the homepage of a user's website)

From the above picture we can see:

1. Data such as the number of clicks, conversions, and conversion details of the page where the A ad slot is located.
2. A advertising position refers to the conversion projects realized (such as successful registration, successful order, etc.), the click volume, conversion volume, conversion details and other data brought by it.

These data directly reflect the effectiveness of the ad position. The higher the click volume and conversion volume, on the one hand, indicates that the ad position is good, and on the other hand, it reflects whether users are interested in the ads on the site and the user's engagement. In addition, we can also analyze advertising trends and understand changes in user engagement.

Secondly, by analyzing these data, we can provide data support for optimizing the creativity and display position of in-site advertising. We will use two pictures to analyze how to guide the optimization of ad positions.

Figure 1: (This is the effect of 4 advertising positions)

We also mentioned above that to determine whether an ad position is effective, we can look at indicators such as the number of clicks, conversions, and conversion details on the page where it is located. As can be seen from the above figure:

1. Among the 4 ad positions, 3 achieved conversion in the conversion project "Order Success Page".
2. AD-1 position has the most conversion details and the highest click volume.
3. The conversion volume achieved by the AD-2 position is second, but compared with AD-3, the click volume is much higher than AD-3. Comparing the conversion details of the two, it is not difficult to find that the conversion brought by the AD-3 position is better than that of AD-2.

Why did this happen? This requires us to analyze the causes:

1. Comprehensively comparing the click volume of the four advertising positions, AD-1 has the most, and the number of details that have achieved conversions is also the largest, reflecting that this position may be the main promotion position for the advertising campaign and is a relatively conspicuous and eye-catching position on the website page.

2. Although AD-2 has the second highest number of conversion details, the overall data shows that the effect of this ad position is not as good as that of AD-3. This reflects two reasons, such as:

• Users’ participation in advertising campaigns in the AD-2 position is low, and the campaigns lack new appeal.
• Although the position of AD-2 is also in the area that attracts attention on the page, it may be due to the product. For example, the advertising content on the page is attractive, but after opening it, the user finds that the product is not what he wants and terminates the next step.

3. Although AD-3 has a very low click volume, it still brings conversions, which means that this position is hidden, but the product is what users need.

Through analysis, we have found out the reasons for the existence of each ad slot. Next, we can adjust the ad position to make the layout more reasonable.

1. AD-1 advertising activities can consider doing some promotion, such as advertising . In addition, some promotional efforts can be increased, such as special promotional discounts for members, extended promotion time, etc.

2. The position of AD-3 can be adjusted to a prominent area of ​​the page and exchanged with the ad position of AD-2. It should be mentioned here that generally speaking, ads in the main text area receive the most attention, followed by the navigation area, while the sidebar, which is usually considered a premium location, receives the least attention. We can adjust the ad positions in a targeted manner based on actual conditions.

3. If you do not want to adjust the page position, you should also adjust and optimize the products in the activity. For example, for the AD-2 position activity, choose product replacement and replace it with hot-selling products with good sales. Secondly, consider optimizing the advertising materials, such as the color, size, and text of the activity page.

In the above, we only used the conversion project "Order Success Page" to analyze how to adjust and optimize the ad position based on data. Of course, this is not the only basis. In-site advertising analysis can analyze other conversion projects, as shown in the figure:

As we can see from the above figure, we can also analyze other conversion items, such as "successful registration, membership package, third-party login, etc., which we see in the above figure. It is refined to the conversion volume, order sales, etc. brought by each ad position. These data are used to comprehensively determine the effect of the ad position and adjust the page position in a targeted manner. It can be said that these data provide data guarantee for optimizing ad positions.

The on-site advertising operation analysis not only analyzes the areas and pictures of key activities on the site, but also analyzes the clicks, conversions and other data brought by each area of ​​the entire web page. For e-commerce operators, comprehensive analysis of data from various regions, understanding user needs and attention, and timely adjustment and optimization of ad positions to maximize their value are the most effective ways to increase sales!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @99click Business Aid Technology. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!